Project Overview

Hands of Mercy is a storytelling-driven landing page created for an NGO dedicated to supporting children across South Africa. The design centers on real stories, powerful imagery, and human-first messaging to build empathy and connection.

My Role

I designed the end-to-end landing page experience, focusing on storytelling, visual hierarchy, and user flow.

Challenge

The key challenge was to communicate the NGO’s impact and urgency without overwhelming users or diluting the message. The page needed to balance emotion with clarity while guiding users toward meaningful actions such as donating, volunteering, or partnering.

Process

I approached the design as a linear story rather than a traditional scrolling page. Content was structured into full-viewport sections, each representing a chapter of the narrative - from awareness and empathy to impact and action. Visual rhythm, pacing, and contrast were used to maintain engagement throughout the experience.

Key Design Decisions

Each section was designed to occupy the full viewport to create focus and emotional impact. Strong imagery and minimal copy were paired with data points and impact metrics to reinforce credibility. Clear CTAs were placed at natural decision moments, ensuring the story transitioned smoothly into action.

Outcome

The final design delivers a story-driven landing page that immerses users in the NGO’s mission while maintaining clarity and purpose. The experience builds empathy, reinforces trust, and guides visitors toward contribution through a focused, emotionally resonant journey.