Maestral International

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Maestral International supports and helps develop social welfare systems for children experiencing adversity around the globe. The organization works with USAID, Save the Children, Unicef, Catholic Relief Services and other agencies that focus on child welfare. Despite its numerous international projects improving the lives and safety of children and youth, Maestral’s website was not attracting the traffic and attention it needed in order to broaden its reach and influence.

Maestral wanted an online presence that would help it attract more international donors, governments, partners, and other stakeholders. It also wanted a way to showcase its numerous and complex projects and provide clearer understanding of those projects to site visitors. Our approach was to create a visual identity that would better reflect Maestral’s mission and vision. The organization’s new site needed to more clearly and dynamically communicate the organization’s projects and their successful outcomes.


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Working closely with Maestral’s senior team, we created an effective new brand for the organization that would provide a foundation for the look and feel of the new website. The Maestral name is set in a smart, sharp serif typeface punctuated by a period. A green arrow serves as a visual metaphor for targeting a specific geography, but also points northwest as a subtle tribute to the wind which bares its name.

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The approaches to print and digital are handled slightly different to take advantage of their respective media. A bright white was selected for use in printed materials. Text is set in grey, and accompanied by bright green accents. Digital content on the other hand benefitted from a strong foundation of neutral gray accented with yellow. Powerful photography is used throughout, solidifying and humanizing Maestral’s message.

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We audited and edited existing content for clarity and positioning, pairing it with visually arresting images to reinforce the message and grab viewer interest. We implemented a content management system that allowed Maestral to independently refresh the site with news about its work. Finally, we created automated design elements that gave context to new content, including map tagging on the site’s backend so that the location of a project and its corresponding map appeared on any updates.

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  • 42k pages views
  • 165+ country readership
  • 50% mobile visitors

Our new site is just terrific, as easily read on a small mobile phone in Africa as it is on a large computer screen in New York. We see the results on a daily basis, and couldn’t be more pleased with Manoverboard's work.

—Phillip Goldman, President
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