Spec Project:

About Page (Bilingual Spec) — Kensington Cat and Dog Home, Animal Shelter.

Description:

This is a website relaunch for Kensington Cat and Dog Home, a non-profit that rescues and care for abandoned animals. The main goal was to increase monthly donations by 5%, targeting an English-speaking audience over 50 years old, business owners and retirees actively looking to become donators of impactful non-profits.

I adapted the brief to include the Hispanic community in the U.S., targeting Millenials and Gen z usually more active online than previous generations. The importance of family-and pets as a part of it-it’s also deep in the roots of Hispanic cultures, making them a wide audience in the U.S., and beyond, looking to support the cause.

Strategic Approach:

I crafted this project from English to Spanish, writing the English version as the original copy to reach the English-speaking audience first.

Since Kensington Cat and Dog Home has already builded an English-speaking community, and are reaching out to the Hispanic community for the first time, the message shifts slightly in both a generational audience and bicultural audience. While the core of the message is maintained, each version showcase full rewrite copy to stay impactful in each language.

Click the images to view the full mockup.