Portfolio by Heather Shaw

Project 7 of 11

Responsibility Project

Website Redesign

You've probably seen the commercials on TV. The first time I saw one I actually teared up. It was the highly effective combination of touching and relevant music, and the portrayal of a sequence of events where bystanders witnessed people helping others in everyday situations, and then went on to do the same themselves. I wasn't the only one who was touched. Liberty Mutual was receiving tons of mail from fans of the ads, letting them know how moved they were by the "Responsibility: What's Your Policy?" campaign, and sharing their own stories similar to those depicted in the ads. In response, they created a supporting site for the campaign, called "The Responsibility Project," where people could define what responsibility meant to them, share stories and interact with each other. The site was also an outlet for amateur and professional cinematographers to upload short films on the topic and have the public discuss them.

This site has since been redesigned, but this was the design we put together alongside marketing agency Hill Holliday. We kept things fairly simple using soft, inviting colors to create a welcoming environment, and integrated some nice Flash design (courtesy of Dan Mall) to offer dynamic interaction points throughout.