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Equis Labs
When their previous agency failed to deliver, Equis Labs turned to Slam Media Lab to prepare for the crucial 2024 election season. We stepped in to elevate their brand and create an accessible, beautiful website, helping Equis continue driving civic engagement and empowering Latino voters to shape the future of American democracy.
The TL;DR
Equis needed a website that brought its research and Moonshots work together for Latino voters ahead of the 2024 election season. Their previous site, launched in 2022, was visually overwhelming, difficult to navigate, and complicated to update—especially with its research repository spread across separate, disjointed sections. Slam stepped in to redesign the website with a clean, intuitive structure. We simplified navigation, unified their research under a streamlined repository, and built a more accessible backend to allow non-technical team members to manage updates easily.
The Challenge
How do you build a website that unifies multiple organizational arms and makes complex research easy to find?
The Equis website had a fragmented structure, with resources scattered across separate sections—Moonshots, Research, and more—each functioning like an isolated site. Navigation between these entities was disjointed, making it difficult for users to understand the full scope of their impactful work. The lack of a cohesive system and tagging made it hard to access key resources, leaving visitors confused about what Equis was doing and how to find what they needed.
The Journey
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Designing a new bold identity
We began with a brand discovery process, diving deep into Equis’ mission and audience. This helped us identify gaps in their existing design. From there, we introduced bold colors, modern typography, and a fresh visual style that resonated with their core Latinx audience. This new identity laid the foundation for cohesive collateral—decks, data visualizations, and more—perfectly aligned with their growing influence.
Here you can see some WIP designs that we shared during the ideation phase, but ultimately we didn’t move forward with.
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Connecting all of Equis’ entities
With multiple organizational arms—Moonshots, Research, and more—Equis needed a unified user experience that connected these entities seamlessly. We streamlined the site’s navigation to ensure users could move effortlessly between sections. To further showcase their impact, we developed data visualizations that tied together the diverse initiatives, telling a clear and compelling story of the core issues Equis is addressing and why their work matters.
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Building a scalable resource repository
Research is central to the Equis website, and it was time to make it shine. We focused on creating a dynamic, scalable resource repository that could grow with their needs. This new hub would make it easy for users to search, filter, and explore content, ensuring the latest insights were always at their fingertips.
The Solution
Say hello to new distinct sub-identities
To better represent the Equis site’s sections, including Moonshots, Research, Institute, and Partnerships—we developed distinct sub-identities using color schemes. This visual differentiation helped users easily navigate between different entities while maintaining a unified brand experience. The design system is also highly adaptable, enabling the creation of new landing pages and promotions, such as the Dia de los Muertos campaign, while staying true to the overarching brand identity.
A resource hub built to scale as you scale
No more digging through scattered links or endless downloads. We migrated all resources from Contentful to Webflow, using Webflow’s CMS to centralize everything. To enhance searchability, we integrated Jetboost, a powerful real-time search and filtering tool, allowing users to quickly sort and filter content by entity—Moonshots, Research, and more. Now, resources are organized, easily searchable, and instantly accessible right on the page, whether it’s a report or a poll.
Data visualization that reinforces Equis’ mission
To clearly show Equis’ work, we created scroll-triggered data visualizations on the homepage. As users scroll, key statistics come to life: 32.3 million eligible Latino voters in 2020, only half of whom cast a ballot. Projections for 2060 show an estimated 56 million new Latino voters, adding up to a total of 88 million. These visuals help tell the story of Latino voter engagement, showing visitors not just the numbers but why Equis' work is so critical for the future of American democracy.
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Hear What Our Client Has To Say
FAQs
EquisLabs is a 501(c)(4) social welfare organization focused on increasing Latino civic participation through ideas, engagement, and leadership development. Equis Research, a separate organization represented on the same website, conducts research and polling.
Slam redesigned the shared Equis website and its visual system so visitors could navigate research, Moonshots, and organizational information in one experience.
Research organizations must communicate complex findings to non-technical audiences without oversimplifying the data. Their brand must signal credibility and independence to journalists and policymakers, while also being accessible to advocacy partners and the general public. Balancing rigor and accessibility is the central communications challenge.
Lead with insights, not methodology. Use clear data visualizations, accessible summaries, and pullout quotes from key findings. Link to full reports for readers who want depth. Make it easy for journalists to find and share specific findings quickly.
Slam migrated the shared resource library from Contentful to Webflow CMS and added Jetboost search and filters. Updated navigation and color-coded identities also help visitors move among the Equis organizations.
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