American Lung Association
Their Story
Founded in 1904, the American Lung Association is the nation’s leading nonprofit dedicated to respiratory health. With a mission rooted in advocacy, research, and education, they are committed to creating a world where everyone can breathe freely.
As their work evolved, so did the need for a digital experience that could better serve diverse audiences, amplify their mission, and make critical health information more accessible to those who need it most.
The Challenge
To support this vision, the American Lung Association needed a website redesign that could meet several complex demands:
- Represent a wide range of constituent groups with varying needs
- Provide streamlined access to extensive research and resources
- Modernize their CMS to support scalability and internal efficiency
- Align the digital experience with a major brand refresh
User surveys also revealed a key issue: despite the depth of available content, visitors struggled to find the information they needed, exposing gaps in navigation and site structure.
The Insights
Research and user feedback revealed that the challenge wasn’t a lack of content—it was accessibility. Users were overwhelmed by the volume of information and needed clearer pathways to navigate it.
Additionally, the introduction of the organization’s first rebrand in a century presented a unique opportunity: design could do more than modernize the site—it could guide users, build trust, and create a more intuitive and emotionally resonant experience.
The Strategy
Rise implemented a multifaceted approach focused on improving the user experience while supporting long-term scalability.
This included a collaborative effort between SEO and UX teams to reorganize site structure and navigation, ensuring content was easier to find and access. A detailed audit identified high-traffic pages, and a strategy was developed to preserve organic performance during migration while enhancing usability.
At the same time, the team aligned design, technology, and content to support both user needs and internal workflows.
The Solution
Rise brought the strategy to life through a comprehensive redesign:
- User Experience & Navigation: Reorganized site architecture to improve findability and create a seamless user journey
- Visual Design & Branding: Integrated the new brand using angular elements inspired by the logo, with a modern, clean aesthetic and subtle animations to guide engagement
- Accessibility: Ensured color contrast and design standards supported usability for all visitors
- CMS Upgrade: Replatformed to Kentico, giving stakeholders greater control to manage and update content efficiently
The Results
The redesigned site made it easier for users to access critical information, improving engagement and supporting the American Lung Association’s mission. Internal teams gained the tools needed to keep content current and relevant, while the updated experience strengthened the organization’s ability to connect with and serve its audiences.
The final product not only reflected the organization’s renewed brand and purpose but also earned multiple awards for Rise’s web development services.
