Team Rubicon

An underdog in the disaster response space, Team Rubicon sought a website redesign that could help them transition from the “biggest brand no one knows” to a household name.

Team Rubicon wanted to preserve its sense of scrappiness and ambition while professionalizing and adding sophistication to its operations and brand touchpoints—including the content, design, and functionality of its website. 

Team Rubicon is an international organization whose most meaningful relationships are built face-to-face, at a local level, with the clients, volunteers, and survivors most invested in the health and safety of their communities. To ensure the site is optimized to serve the needs of all of these audiences, Threespot developed a site architecture optimized to gradually move each group of users to find more meaningful connection with the work and mission of Team Rubicon in service of courting would-be volunteers and donors.

Settling on a Vision

We also developed a system of flexible templates to showcase different elements of Team Rubicon’s work, mission, and impact. 

The blog template invested in visual communication to create a sense of adventure and surfaced a streamlined taxonomy system to showcase different types of content while helping authors stay organized. 

Building Templates for Storytelling

To better tell the story of Team Rubicon's continued investment and impact around the world, we developed the "Regional Hub" template that integrated with Team Rubicon’s custom operations management system to provide data-based storytelling.

The "Campaign" template is a flexible marketing-focused template that could provide specific information on seasonal marketing campaigns or upcoming disasters. This template was designed to be endlessly customizable, ensuring that each page using this template has a unique and exciting visual presentation. 

To showcase Team Rubicon’s operational efficiency, we integrated their operations database into their WordPress content management system, allowing them to display real-time data about the number and nature of ongoing operations. Additional integrations with Team Rubicon’s custom-built customer relationship management system and donations platform empower content authors to create seamless handoff points from the primary website to various conversion actions. Lastly, to further encourage conversion, Threespot developed a content personalization system that dynamically customizes select aspects of the site content and calls to action based on identifiable characteristics of site visitors, including their location, referral pathway, and other behavioral patterns.

Showcasing Real-Time Data

You can view the live website here.

Client: Team Rubicon

This was created during my time at Threespot.

About the Project

Thank you to:

  • Maggie Lynn, Producer

  • Megan Lewin-Smith, Visual Designer

  • Spence Nelson, Visual Designer

  • Jack Nank, Creative Director

  • Chris Heuberger, Developer

  • David Yearwood, Developer

  • Daniel Boggs, Developer