The challenge
Just in time for the upcoming elections and the next legislative period we were asked to rework the design language for the parliamentary group of BÜNDNIS 90/DIE GRÜNEN — An interesting challenge from a brand strategy perspective, since party and fraction are strongly affiliated, but legally two strictly independent entities.
Our impact
🧠 In an initial phase we defined the strategic foundation: How close / far are we visually? Which design elements do we share, which do we use for distinction? How do we balance political gravitas with the necessary visual punch to stick out in users’ feeds?
👩🎨 Based on these strategic decisions we defined the new design language, covering typography (including an adjusted custom font by @ typemates) colour scheme, layout- and motion principles as well as guidelines for imagery and infographics.
📐 As the first of several more touchpoints to come, the new design was then applied to the @ gruenebundestag social media channels: We prepared a toolbox of several templates for different content formats across platforms like instagram, X, tiktok or linkedin: From single posts, to reels, stories, galleries and more.
📽️ To make content creation workflows as smooth as possible we worked with our favourite motion nerd @ baumotion to create dedicated motion templates that allow editors to easily insert on-brand subtitles, lower thirds and logo animations in a matter of seconds.
💚 We’re super excited to see the new design already being used extensively in this current time — Go check @ gruenebundestag to see our work in action!
Understanding context and user needs
With a product aimed at policymakers worldwide and across all sectors, it was essential to understand their real-life contexts first. In in-depth expert interviews with senior policymakers from Moldowa to Kazachstan, we learned about their needs and struggles, specifically when using data. From there, we derived three main user archetypes, which helped everyone involved to empathise with the target group and make the right decisions throughout the entire project.
Content Design and information architecture
Working closely with content experts from GIZ and Value For Good, we developed potential content formats to address the identified user pains – from inspiring use cases to comprehensive instruction pieces. These formats were then tested and refined with a network of policymakers and experts worldwide to ensure they add real value across sectors and cultures. With the content formats defined, we then derived the information architecture for the whole site based on a scalable taxonomy of regions, policymaking sectors and data types. This foundation ensured collaborators could easily add additional formats and page types after the initial MVP launch.
“Partnering with Ponder was a complete breakthrough for us. Their innovative approach to our problem statement transformed our ideas into beautiful looking, but more importantly, very user-centric solutions!”
– Dr. Eric Heinen-Konschak, Head of Global Program Digital Transformation, GIZ
Defining a unique design language
As the Data to Policy Navigator is a joint initiative backed by multiple partners, defining the design language was no trivial task. We wanted to stay close to the existing UNDP design patterns for recognition and efficiency reasons. At the same time, the Navigator was supposed to stick out as something individual and new.
Carefully navigating these conflicting goals and requirements, we defined a design language that re-uses many of the underlying base components (ensuring an efficient development process) but is clearly distinguishable through a vibrant new primary colour and a much bolder application of the UN typefaces.
Systemise into a scalable Design System
With the design language defined and approved, we organised and documented everything into a neat Design System, laying the scalable foundation for future adaptations and extensions of the product. We then applied the design language to the necessary components and page types – building upon existing elements where possible and adding custom components where needed.
Implementation and Launch
In a close collaboration between all parties involved, the first version of the Data to Policy platform was implemented, tested and launched in only a few weeks – just in time to be presented at the UN World Data Forum in China in April 2023. Since then, the platform is continuously iterated and new features are added: Most recently an extensive repository of data sources as well as the Data to Policy Network, a global community of policymakers from diverse sectors dedicated to evidence-based policymaking in pursuit of the SDGs.
We’re happy to see the platform grow and being adopted by policy makers worldwide!
Favourite Ponder moment
How is data used in womens right policies in Kazachstan? Gathering first hand insights interviewing policy makers around the world, from Kazachstan to India and Kenya.
