Robert R. McCormick Foundation

Website Redesign 

OVERVIEW

The Robert R. McCormick Foundation, established by Col. Robert R. McCormick, is a pillar of Chicago philanthropy. For over 66 years, the $1.5 billion foundation has worked to develop educated, informed, and engaged citizens across Illinois. With a vision of thriving, equitable communities, McCormick’s initiatives span education, civic engagement, and neighborhood investment. 

 

In March 2020, under the leadership of President and CEO Timothy P. Knight, the Foundation sought to amplify its impact by redesigning its website. The goal: create a digital platform that would clearly communicate the Foundation’s mission, highlight its community investments, and inspire broader support. 

The challenge

When the redesign initiative began, the Foundation’s website faced several challenges: 

  • Unfocused Content Strategy: The previous site did not effectively highlight priority areas or community partnerships. 
  • Outdated Visual Design: The website lacked the modern aesthetic needed to convey the Foundation’s bold vision and innovative approach to philanthropy. 
  • Complex Navigation: The structure made it difficult for users to locate essential information about initiatives and community investments. 
  • Storytelling Gaps: The website relied heavily on narrative and did not leverage the Foundation’s extensive library of impactful imagery. 

To address these challenges, .orgSource Vice President of Marketing and Communications Services, Jane Pearson, partnered with the McCormick communications team to oversee the redesign process.

The Solution

Pearson collaborated with the McCormick team to articulate their vision and create an RFP outlining the website’s requirements. Following a thorough selection process, ThirdWave LLC, a Chicago-based web developer, was chosen for their creative expertise and technical capabilities. 

Design Process 

The redesign process included weekly strategy and design sessions to align on objectives: 

  • Innovative Design Template: The team selected a fresh layout featuring three horizontal sections per page, divided into six asymmetrical spaces for content and imagery. 
  • Image-First Storytelling: Stunning photographs from the Foundation’s library became the primary storytelling elements, supported by a streamlined narrative. 
  • Streamlined Navigation: The updated menu and site structure were designed for user-friendly access to information about initiatives, community partnerships, and investments. 

Content Strategy 

Pearson worked closely with the communications team, led by former director Phil Zepeda, to develop a clear and compelling content strategy. The new approach emphasizes the Foundation’s priority areas and neighborhood investments, directing attention to key initiatives and partnerships. 

THE RESULTS

Launched in October 2021, the redesigned McCormick Foundation website delivers a bold, contemporary design paired with an engaging user experience. 

Key Features and Outcomes: 

  • Modern Aesthetic: The site’s innovative layout and vibrant imagery immediately capture attention. 
  • Enhanced Storytelling: The image-first design effectively conveys the Foundation’s impact while appealing to both hearts and minds. 
  • Improved User Experience: Streamlined navigation makes it easier for users to access essential resources and learn about McCormick’s mission. 
  • Focused Content Strategy: The website highlights the Foundation’s key initiatives, neighborhoods of investment, and community partnerships. 

Pearson and the McCormick team are confident that the new platform will inspire greater engagement and support for the Foundation’s mission.
 

“It was a pleasure to work with this team,” says Pearson. “They are committed to the Foundation’s mission, and it is always exciting for me to help people who are making the world a better place.” 

Key Takeways

  • Strategic Leadership: Engaging experienced professionals to guide the redesign ensures alignment with organizational goals. 
  • Image-Driven Storytelling: Visual elements can be a powerful tool for communicating impact and inspiring engagement. 
  • User-Centric Design: Simplifying navigation enhances the accessibility of information for all users. 

Are You Ready to Elevate Your Association to New Heights with a Future-Ready Partner?

Contact .orgSource today to learn how they can help you unlock growth, build resilience, and achieve excellence for your organization.