Australian Red Cross

Creating an Empathetic Digital Brand for Australian Red Cross

Deepend created a flexible digital brand and design system for Australian Red Cross. Delivered over 18 months, the work included 36 UI components, 76 page designs and a Global Experience Language for teams working in Optimizely CMS.

Industry: Not-for-Profit, Humanitarian Services, Emergency Support

Services: Human & Machine Experience Design; Digital Transformation & Strategy; Intelligent Platforms & AI Systems

Target Audiences: Not-for-profits and service organisations that need digital experiences to support both urgent help-seeking and supporter action.

Year: 2024 - 2025

“This work is exemplary. Beyond delivering well-crafted component and template designs, your strategic guidance on their optimal application has significantly enhanced their impact. Furthermore, your contributions played a key role in the success of our recent donations campaign. We extend our sincere appreciation for your invaluable work.”

Christine Kurpitz, Head of Digital Growth & Experience, Australian Red Cross

Overview

In a world where digital engagement drives change, the Australian Red Cross needed a refreshed digital identity that not only communicates its mission but also resonates emotionally with diverse audiences. With a commitment to empathy, trust, and action, the Red Cross embarked on a comprehensive digital brand refresh and website update – a project delivered over 18 months with it’s progressing launch from August 2025 onward.

Deepend led this transformative journey, developing a digital brand design that breathes life into the Red Cross’s values. Our work spanned creative design, digital brand strategy, and website transformation, ensuring that the new identity is modern, flexible, and deeply empathetic.

DESIGN IMPACT

Deepend created a flexible digital design system with 36 UI components and 76 page designs, bringing the refreshed Australian Red Cross brand to life consistently across Optimizely CMS.

Screenshots of Australian Red Cross design system

The Challenge

Australian Red Cross needed a digital identity that could communicate empathy, trust and action across very different user needs.
The website had to support people preparing for or responding to crises, as well as donors and supporters looking for ways to help.

The Opportunity

A shared digital design language could strengthen brand consistency while giving internal teams enough flexibility to represent the organisation’s complex work.
The platform could also make content clearer, more accessible and easier to manage.

What We Delivered

Digital brand strategy
Audience and journey design
UI design
36 new and updated UI components
76 page designs
Global Experience Language
Figma design system library
GEL documentation website
Optimizely CMS component design
Component specifications
Internal training
Accessibility-led design

Impact

36 new and updated UI components designed
76 page designs delivered
An 18-month design and transformation program
Improved consistency through a shared Global Experience Language
Better internal guidance for content creation and component use
Qualitative contribution to the success of a donations campaign, according to the client

Value and Impact

Enhanced User Experience

Improved accessibility and clarity for users in crisis and donors alike.

Streamlined Content Management

A structured CMS and GEL empower internal teams to create high-quality content.

Improved Engagement

Interactive elements and storytelling components foster deeper audience connection.

Scalability & Future-Proofing

The modular design system supports ongoing growth and adaptability.

Stronger Brand Consistency

Unified digital branding strengthens trust and recognition.

A series of page templates created for the Australian Red Cross

Design System in Action

The Design System is available as both a Figma library file and a GEL website, ensuring accessibility for all Australian Red Cross staff. This resource:

Educates teams on design principles and user experience best practices.
Establishes a common language and detailed documentation for every component.
Encourages seamless collaboration between teams, improving content creation and consistency.

Problem & Insight

Australian Red Cross serves audiences in very different emotional and practical contexts. Some users need urgent support, while others want to donate, volunteer or contribute.

The digital brand therefore needed to balance warmth and empathy with confidence, credibility and clear action.

Strategy & Experience Design

Deepend used three design drivers: emotional, rational and actionable.

The design system introduced animation, video and storytelling options while maintaining a coherent and accessible experience.

A shared language and documentation helped designers, developers and content teams apply the system consistently.

Technology & Delivery

The platform uses Optimizely CMS with modular components designed for flexibility and scale.

Deepend collaborated with LEVO developers and Australian Red Cross, producing component specifications and training internal teams in the Global Experience Language and CMS approach.

Screenshot of the platform built on Optimizely CMS

CMS and Development

The platform is built on Optimizely CMS, ensuring flexibility and scalability. The integration of modular UI components streamlines content updates and future-proofing. WCAG-compliant accessibility features ensures inclusivity for all users.