Coke or Pepsi? Neither, I'll Have a Cola

Since ABA represents a wide variety of companies, each with their own brand identities, a major design challenge was constraining the use of color to avoid the appearance of favoritism. Our designers took that constraint in an unexpected direction. Bright and colorful gradients allowed us to respect the constraint while delivering a lively and vibrant design system.

Be the Funnel

The previous was a large site with inefficient and team-taxing workflows. We streamlined the IA and delivered a strict, focused content strategy. Namely, that should introduce users to ABA’s mission and highlight its breadth of members and membership benefits, then carefully route audiences to the information most pertinent to them.

ABA has produced a great many microsites over the years to promote and support various initiatives. Instead of attempting to redesign every microsite ABA has launched, we focused our efforts on redesigning one microsite as the archetype for an entire design ecosystem. is built with simple, reusable components and a baseline of styles that relate to—and extend—ABA's brand. The use of issue-specific assets and animations helps bring the site to life.

Project Scope

  • CMS Implementation
  • Design
  • Discovery
  • Content Strategy
  • Information Architecture
  • Front-end Development
  • Ongoing Strategic Partnership



W3 Awards Silver for Websites-Associations