The Ancient and Mystical Order Rosae Crusis is a worldwide not-for-profit organisation, which engaged my team for a transition. This started out as a digital transition initially, however it evolved into an organisation-wide transition including strategic development throughout.
As the lead visual designer, I worked closely with the director and the dev team to produce a landing site, member site/app, admin backend, sign up pages, e-commerce shop, and sub-branding for a convention. These were accomplished via user flows, onboarding, UX, UI, wireframes, mockups, digital and print marketing, copywriting, photography, prototyping, publication, Internal communications, auto-email templating, strategy, co-design, regular collaboration with the client (heads and staff), and more. During this project, I also worked on various marketing and publications, both digital and print.
This was a multifaceted organisation based on membership and education, requiring unique solutions. We swam through complexity in order to deliver new possibilities for all stakeholders (existing members, the Order itself, staff, and new members).
Landing site
The purpose of the landing site is to build interest and high engagement for potential new members, leading and guiding them through to the sign-up process. This site, without any marketing, consistently draws in thousands of unique visitors every day, most staying on each page for more than 2 minutes.
The site obviously had to reflect the organisation's unique positioning and esoteric value, offering ancient teaching that still has relevance.
Once a user has decided to move on to join, the go on a very clean and directed process, with price at the start to remain transparent, maintain expectations and build further trust, then through an application and ultimately checkout to gain immediate access to a lobby where they can engage with certain information while their application is processed. The purpose of the lobby is to help maintain interest and excitement for the membership during the processing period. User feedback was very positive about this entire process, though it required numerous revisions and retests to get it right.
The member app was a section mainly for the user to be able to interact with the education material that they were specifically up to and entitled to. We created a dashboard with fun, pertinent and engaging live information that the users would be happy to leave up, even when they were not learning. It also would remind them which curriculum they were in and how far along they were, with easy access to the study material. As added interest, we made sure it was a portal leading back out through articles still associated to the organisation.
The Big Idea was that the organisation was that of a Grand Library, with books, documents and discourses that were comprised of ancient knowledge. No need to download, and the ability to go back to previous acquired material, each "book" was a button that would take them to a PDF reader.
Below I have included a small case study on how the brand was re-built.
