Amnesty International

Exploring the capabilities of Gutenberg with the world’s leading human rights charity.

A powerful example of using the new WordPress editor, Gutenberg, for enterprise is our recent work for the world’s leading human rights organisation, Amnesty International.

Amnesty International approached us in early 2018 with a key aim – to build a single reusable framework which would allow the movement to meet the increasing demands of publishing numerous websites, microsites and website rebuilds across the globe. With sections, regional offices and project teams located around the world, collectively producing thousands of pieces of content each year on various microsites, the team were looking for a solution which would ensure consistency across these platforms, as well as being flexible to both technical and non-technical members of the team.

“Having a single reusable framework means the whole Amnesty movement can cut overheads for each new build whilst ensuring brand, user experience and web standards are always consistent. By concentrating our future efforts into a single platform we’ll also be able to push updates and improvements to all sites on the platform. This will allow us to focus our efforts on producing great content and giving our supporters the best possible experience in finding and acting upon the issues that matter to them.”

Kevin Hartzeburg, Amnesty International

Over the course of several days, we began by delving into the team’s structure and processes to explore their pain points, as well as their amazing culture. We talked to the team and got to understand exactly what they were looking for in their next web project in order to provide the best possible solution which would tick all of the boxes.

By uncovering and articulating the company’s needs, we were able to suggest an innovative new technology which would ensure brand consistency whilst helping the company to be flexible to the growing needs of content creation within each region.

The result is a core theme, built with the new WordPress editor, which allows the team to produce stunning websites quickly and efficiently while holding onto a unified brand identity throughout each region. The user-friendly theme allows for various content blocks to be inserted, moved and edited easily from the admin and populated with text, links and images. Accessibility and performance were key to us for this project due to the vast number of people using the theme across the globe, including teams from third world countries.

The theme has been built using a variation of prompts, custom Gutenberg blocks, nested blocks, and predefined styles, giving non-technical editorial staff the ability to create and arrange content to build out websites for various locations.

The full Amnesty theme has now been released as an open-source theme to encourage contribution throughout the WordPress community, in order to help Amnesty International reach their goal of having a single reusable framework that the whole movement can use. This will allow them to focus on giving their supporters the best possible experience in finding and acting upon the issues that truly matter to them. For more information, head over to our blog post ‘Introducing, Benenson – a Gutenberg WordPress theme‘.