Creating a solid foundation for All Out’s digital revolution
The challenge: Digital transformation from the ground up
All Out approached us with a significant challenge: their entire digital infrastructure had become fragmented over time, with their website—the public face of their movement—particularly outdated and unstable. For a global organisation focused on mobilising millions in support of LGBT+ rights, this fragmented digital presence was limiting their ability to create impact.
Before writing a single line of code, we spent two energetic days workshopping with All Out's team. Surrounded by sticky notes and fueled by passion, we mapped their entire digital ecosystem, identifying redundant systems and process bottlenecks. Through this collaborative deep dive, we discovered opportunities to streamline workflows, consolidate technologies, and reimagine their approach to digital. The result? We transformed what was planned as a five-year digital journey into a more efficient three-year roadmap—not by cramming more work into less time, but by finding alternative solutions that bypassed unnecessary complexity and created more direct paths to their goals.
We needed to create something that would not only fix the immediate problem but set them up for future success. Working side by side with All Out's own design team, we kicked off the first phase of what will be a multi-year digital revolution. Our mission? Transform their entire technology ecosystem, starting with a complete website rebuild focused on stability and scalability.
It was such a joy working with the Developer's Society on this massively important and long-overdue project. They were able to take some complex and lofty goals and break them down into an actionable and realistic plan - one that will further enable our mission to move hearts and minds through digital people power.
All Out
A beautiful front door for global advocacy
The new All Out website isn't just stable—it's striking. It serves as a beautiful digital front door where visitors can discover their mission and connect with their global movement. While their campaign actions and fundraising run through specialised platforms, this core website needed to make a powerful first impression.
Shaped by insights from All Out's team throughout the design process, the redesigned site naturally guides visitors through All Out's story and global impact. The clean, thoughtful design creates a visual identity that immediately communicates their values of inclusivity, courage, and hope. It's not just about technological improvements—it's about creating something that truly represents who they are and what they stand for.
Making technology work for people and purpose
For a global movement like All Out, technology needs to serve multiple purposes—from breaking language barriers to streamlining operations and enhancing user engagement. We built systems that work for both their global audience and their internal team:
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🌍 Languages that think globally
The site thinks in multiple languages from the ground up. Each language gets its own site tree, giving complete freedom in how content is organised across different linguistic versions.
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💬 AI translation that knows its place
We integrated AI tools directly into the admin interface. Editors can copy content from one language to another, then use a simple command to generate initial translations—dramatically cutting down the time to make content available globally while still allowing for human review.
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✏️ Content management with breathing room
The new Wagtail CMS provides an intuitive editing experience with powerful scheduling capabilities. Content creators can now build and update pages with minimal technical assistance, empowering the team to respond quickly to emerging advocacy needs.
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🗺️ Putting campaigns on the map—literally
To showcase All Out's worldwide impact, we created an interactive map highlighting their campaigns across different regions. It's a powerful visual that helps visitors immediately grasp the global scope of their advocacy work and the communities they support.
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⚡ Performance with purpose
The site is built with a focus on speed and reliability, ensuring content loads quickly for users while offering a flexible structure that allows All Out's team to create compelling, purpose-driven pages.
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🌱 A foundation built for growth
The website is designed to evolve alongside All Out's needs, with a component-based architecture that will integrate seamlessly with their other systems as their digital ecosystem continues to develop.
Before and after
This is a comparison of the All Out site before and after the project.
Before
After
Looking forward
This freshly launched site isn't just a refresh—it's the foundation for a multi-year digital revolution. By replacing their Drupal system with a flexible Wagtail CMS, we've given All Out a rock-solid platform to build on.
The website is designed to grow and adapt as their needs change, with a component-based architecture that will integrate seamlessly with other systems as we continue transforming their digital ecosystem in the coming years.
This project demonstrates what happens when technical expertise meets genuine purpose. For an organisation whose visibility directly impacts lives, All Out now has a digital presence that cuts through with the strength, clarity, and beauty their cause deserves. We're excited to continue this journey together, supporting their important work advocating for LGBT+ rights worldwide.
Vive la (digital) revolution!
