On August 28, 2013, we celebrated one of the most memorable moments in US history. This day marked the 50th Year Anniversary of the “I Have A Dream” speech given by Dr. Martin Luther King Jr. on the steps of the Lincoln Memorial in Washington, DC on August 28, 1963. This speech singlehandedly shaped the tone and heartbeat of our country during that time, and has been a guide and moral standard for our culture to this day. During a week-long commemoration that lasted from August 21 to August 28, millions of people from around the world remembered and honored the life and legacy of Dr. King.
In preparation of this week-long commemoration, we were approached by Bernice King and The King Center with the task of designing and developing the official website and online presence for the 50th Anniversary of Dr. King’s “I Have A Dream” Speech. We embarked on a two-month journey of researching, gathering information, developing and designing. Our goal was to create an online presence and a website that would be both informative and inspiring for visitors around the world looking to participate in the week-long commemoration of Dr. Martin Luther King Jr.
Discover – Our first step was to discover as much as we could about the historical day of Dr. King’s “I Have A Dream Speech” and the March on Washington. Our research consisted of studying the Civil Rights Movement, it’s impact on culture, and Dr. King’s legacy. We also conducted web research for the website, which gave us insight into what the web trends were for social movements and large-scale events.
Define – Our second step was to define the best strategy for developing the website. We used the information we gathered from our research to identify brand colors, fonts, layout structure, design elements, and content for the website. The entire week-long celebration was organized around the hashtag “#MLKDream50”, which become the central identifying phrase of before and during the week. This was done strategically to track tweets and status updates around the world. We decided to go with a parallax-style layout for the website since most visitors would be interacting with the site via a mobile device. We also decided to make the calendar schedule of events one of the highlights of the website. We realized that the biggest function of the website was to make sure visitors could easily access information regarding all events occurring during the week-long celebration.
Design – Our third step was to design the website. With a clear plan, we were able to design and develop a website that we believed would be informative, appealing, and engaging. We picked browns as the best color palette for the website, which gave the site a historic feel. We added a section of call-to-action buttons so visitors could register for events, book hotels, and volunteer. We integrated Twitter into the site so visitors could tweet directly from the site to the @MLKDream50 Twitter page. We also integrated videos from the 1963 “I Have A Dream Speech” and a scrolling photo gallery of the March on Washington. Lastly, we showcased the logos of all participating organizations during the celebration with a link to their websites.
Deploy – Our fourth step was to deploy the website. After the website was designed and finalized, we prepared for the official launch. We prepped the site for mobile as well as desktop. We launched the site a month before the week-long celebration and tracked impressions.