Rali Website Redesign

Trevelino/Keller was tasked with a web and brand refresh for Rali, creators of the leading Change Experience Platform that helps organizations achieve transformational change. While keeping Rali's logo and core brand colors, Trevelino/Keller expanded the brand by refining the secondary color palette and developing custom icons representing the company's journey-based change platform. These icons served as a core design element to help guide users through the site. Additionally, we implemented a secondary navigation to address the company’s multi-audience needs based on Rali's business model. We created a streamlined, customized user journey by allowing website visitors the opportunity to identify themselves as a non-profit, potential partner or business organization. By maintaining the company's current logo, we retained brand recognition, but by reworking the color scheme, adding custom icons and organizing the content into a more robust mega menu, we improved not only the visual identity but the user experience on getrali.com.

Early results indicate the new site is a success. The direct traffic count rate decreased by 18%, the number of pages per session increased from 1.5 to 3, and the average session duration doubled.