WAFUNIF — Global Network Organisation Website
An organisation whose audience is members, partners and the public at once — where the brief is institutional credibility, not conversion.
- Client
- WAFUNIF
- Industry
- Non-profit / international network
- Services
- WordPress development · Web development · Brand assets
What this is based on: Theme and plugin package, brand and logo source components, and printed identity material in the repository, plus the live site.
WAFUNIF presents itself as a global network for good. Organisations of this kind have a website problem that commercial businesses do not: there is no single conversion to optimise for, and the audience spans members, prospective partners, institutions and the general public simultaneously.
- Project type
- Organisation website with brand identity work
- Sector
- Non-profit / international network
The challenge
Without a purchase to drive toward, the usual conversion-led structure does not apply. The site has to establish what the organisation is, who is part of it and what it does, for several audiences at once — and for an international network, institutional credibility is the entire proposition.
The objectives
- Establish the organisation's purpose and standing clearly
- Serve members, partners and the public from one site without fragmenting it
- Consistent brand identity across digital and printed material
Approach
Lead with what the organisation is and who belongs to it. For a network, membership and affiliation are the credibility, and burying them behind a mission statement wastes the strongest asset the organisation has.
Implementation
Foundation
WordPress, with the theme and plugin package held in the repository alongside the project assets.
Brand identity
Logo components were developed as separate source parts rather than as a single flattened file — the practical difference being that the identity could then be applied at different sizes and in different contexts without redrawing it.
The same identity was carried into printed material, with business card artwork prepared as part of the engagement. Digital and print consistency is a small thing that organisations notice, because an inconsistent identity reads as disorganisation.
Structure
Organised around what the network is, who is in it, and what it does — rather than around a conversion funnel, which would be the wrong model for this kind of organisation.
No claims are made here about membership numbers, reach or programme outcomes. Those are the organisation's figures and were not part of the project evidence.
Technology
- WordPress
- Commercial WordPress theme
Decisions worth explaining
Structure around identity and membership rather than a conversion funnel
A network organisation has no single conversion. Forcing a commercial funnel onto it produces a site that serves none of its several audiences.
Logo built as separate components rather than one flattened asset
An identity used across web, print and partner material needs to be reassembled at different sizes. Component source files make that possible without redrawing it each time.
What it produces
A live website at wafunif.org presenting the organisation, supported by a brand identity applied consistently across digital and printed material.
What it teaches
- Applying a commercial conversion model to an organisation that has no conversion produces a worse site, not a more effective one.
- Identity consistency across print and web is noticed most by exactly the institutional audience these organisations need.
What this project demonstrates
- Non-profit and institutional work, where the objective is credibility rather than conversion.
- Brand identity delivered as usable source components, not just a finished logo.
- Serving several audiences from one site without fragmenting the structure.
Related services
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Worked examples
Questions about this project
If yours isn't here, send it over — I reply within one working day.
A WordPress website plus brand identity work, including logo source components and printed business card artwork. Confirmed from the theme package and brand assets in the project repository.