Generals International

brand identity
responsive web
cms
multilingual

We knew this one well. One of us had spent six years as their web director before the studio.

§ I
The Problem

Generals International was running five or six websites on the attention of a single web and graphics person. The main site had dropped to a fraction of its old traffic, partnerships and sales felt it, and none of the sites worked for the 40% of visitors arriving on phones. They needed one platform a small media team could actually run.

§ II
What We Built

One brand, carried forward

The brand had nearly 30 years of history. We kept what mattered and updated what had aged, then unified it across web, video, and print so it read as one voice. Their in-house designer evolved the logo while we built the system of type, color, and elements around it.

A site built for one person to run

We rebuilt generals.org as a single mobile-first hub and folded the other sites into it. Most of the work went into the CMS: custom plugins, a courseware system, and a multilingual donation tool wired into their CRM, all built so their team could extend it later without us.

Multilingual from the start

An international ministry should speak more than English. We set the site and every custom plugin to serve the right language automatically, built and tested in Spanish first, ready for more.

A style guide they own

Instead of a static brand PDF that goes stale, we built the visual and copy guidelines into the CMS itself, with example elements they can copy straight into new pages.

§ III
The Outcome

The team had a turn-key platform before launch and got back to making content instead of maintaining servers. The early numbers moved fast.

Visitors up 166%, two-thirds of them new
Mobile visits up 284%
Time on site up 43%, to 2:47