Website: The King Center

Website: The King Center

Visit http://4thpark.com/portfolio/the-king-center

Our first step was to discover as much as we could about the historical day of Dr. King’s “I Have A Dream Speech” and the March on Washington. Our research consisted of studying the Civil Rights Movement, it’s impact on culture, and Dr. King’s legacy. We also conducted web research for the website, which gave us insight into what the web trends were for social movements and large-scale events.

Our second step was to define the best strategy for developing the website. We used the information we gathered from our research to identify brand colors, fonts, layout structure, design elements, and content for the website. The entire week-long celebration was organized around the hashtag “#MLKDream50”, which become the central identifying phrase of before and during the week. This was done strategically to track tweets and status updates around the world. We decided to go with a parallax-style layout for the website since most visitors would be interacting with the site via a mobile device. We also decided to make the calendar schedule of events one of the highlights of the website.

We realized that the biggest function of the website was to make sure visitors could easily access information regarding all events occurring during the week-long celebration. We picked browns as the best color palette for the website, which gave the site a historic feel. We also integrated videos from the 1963 “I Have A Dream Speech” and a scrolling photo gallery of the March on Washington. We launched the site a month before the week-long celebration and tracked impressions.

#4THPARK #AwakeningPossibility