Since February 15, 2020, Oxfam-Solidarity and Oxfam-Wereldwinkels/Fair Trade are merging into one organization: Oxfam Belgium. Two strong brands committed together to one common mission: the struggle for economic justice and against inequality. And thus help ensure that everyone leads a decent life and that everyone fully exercises every fundamental right.

The challenges of a wonderful NGO

Having already helped Oxfam with their web store, we also translated this fusion digitally. We helped outline the new online identity and aligned Oxfam's various corporate channels with the new strategy.


Oxfam Belgium's target groups

 Oxfam Belgium serves many target groups, which often have their own needs. The different services have different objectives and, until recently, pretty much all had their own websites. So you had Oxfam Solidarity, Oxfam World Shops and Oxfam Fair-trade. Each brand had its own target audience and branding. 

Or at least until recently, because we have ensured together with Oxfam that from now on we can reach almost all target groups through a central hub: Anyone who wants to tackle the fight against inequality will feel at home on the new website.  

The site is a full-fledged digital hub where you can easily set up a concrete action and inform yourself through themes, projects or organizations.  And for such a portal where impact and change are central, a fresh, young and dynamic look obviously cannot be missing.

Equality begins with the first step



The first step was to understand the current structure. With several workshops we mapped this out together with Oxfam and wrote the first letters of a strategic advice around the organization of their web platform.



With usability research, user tests for different target groups, UX workshops and renewed information architectures, we evolved with them into usable wireframes. We applied a uniform identity and branding to these. Always with one goal in mind: a central platform with which we can reach virtually all target groups.  

After a thorough analysis, on the other hand, we were able to decide that Oxfam Fair Trade should remain a separate entity. But we didn't throw in the towel. To still present Oxfam to the outside world in a uniform style, we did a re-skin of the design at Oxfam Fair Trade.  We centralized the other brands under one denominator: Oxfam Belgium.  This is where all the different target groups can go. Donors, campaigners, store customers, volunteers, supporters, schools, store managers ... Each target group can quickly find relevant information on this central hub. 



All this was set up in the extremely user-friendly Drupal 9 CMS which works with modular pages. The website administrator can build each page flexibly with an extensive layout builder.  Behind it, the system has API integrations with Oxfam's existing platforms. Examples include automatic links to their CRM and automatic updating of store data.  



A centralization of all these platforms also brings with it a major shift in website traffic. Here we supported Oxfam in setting up a unified marketing strategy. Future-proof and already taking into account future expansions. 

Did you know?

A strategic survey is a useful and important tool for identifying visitor needs. Based on this information, we develop the structure of the website.


A centralization of a lot of fragmented brands resulting in a fresh, young, dynamic look where impact and change are central.  

A long-term partnership with this fantastic NGO.
In the longer term we are thinking further with Oxfam about integrating other services such as Oxfam Pakt uit, Oxfam Trailwalker and Oxfam e-commerce. 


Also in need of a new website? We will be happy to help you!