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Equis Labs
When their previous agency failed to deliver, Equis Labs turned to Slam Media Lab to prepare for the crucial 2024 election season. We stepped in to elevate their brand and create an accessible, beautiful website, helping Equis continue driving civic engagement and empowering Latino voters to shape the future of American democracy.
The TL;DR
Equis Labs needed a website that reflected their growth as a leading research and polling organization for Latino voters, especially ahead of the 2024 election season. Their previous site, launched in 2022, was visually overwhelming, difficult to navigate, and complicated to update—especially with its research repository spread across separate, disjointed sections. Slam stepped in to redesign the website with a clean, intuitive structure. We simplified navigation, unified their research under a streamlined repository, and built a more accessible backend to allow non-technical team members to manage updates easily.
The Challenge
How do you build a website that unifies multiple organizational arms and makes complex research easy to find?
Equis Labs had a fragmented website, with resources scattered across separate sections—Moonshots, Research, and more—each functioning like an isolated site. Navigation between these entities was disjointed, making it difficult for users to understand the full scope of their impactful work. The lack of a cohesive system and tagging made it hard to access key resources, leaving visitors confused about what Equis Labs was doing and how to find what they needed.
The Journey
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Designing a new bold identity
We began with a brand discovery process, diving deep into Equis Labs’ mission and audience. This helped us identify gaps in their existing design. From there, we introduced bold colors, modern typography, and a fresh visual style that resonated with their core Latinx audience. This new identity laid the foundation for cohesive collateral—decks, data visualizations, and more—perfectly aligned with their growing influence.
Here you can see some WIP designs that we shared during the ideation phase, but ultimately we didn’t move forward with.
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Connecting all of Equis’ entities
With multiple organizational arms—Moonshots, Research, and more—Equis Labs needed a unified user experience that connected these entities seamlessly. We streamlined the site’s navigation to ensure users could move effortlessly between sections. To further showcase their impact, we developed data visualizations that tied together the diverse initiatives, telling a clear and compelling story of the core issues Equis Labs is addressing and why their work matters.
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Building a scalable resource repository
Equis Labs’ research is core to their mission, and it was time to make it shine. We focused on creating a dynamic, scalable resource repository that could grow with their needs. This new hub would make it easy for users to search, filter, and explore content, ensuring the latest insights were always at their fingertips.
The Solution
Say hello to new distinct sub-identities
To better represent Equis Labs' various branches—Moonshots, Research, Institute, and Partnerships—we developed distinct sub-identities using color schemes. This visual differentiation helped users easily navigate between different entities while maintaining a unified brand experience. The design system is also highly adaptable, enabling the creation of new landing pages and promotions, such as the Dia de los Muertos campaign, while staying true to the overarching brand identity.
A resource hub built to scale as you scale
No more digging through scattered links or endless downloads. We migrated all resources from Contentful to Webflow, using Webflow’s CMS to centralize everything. To enhance searchability, we integrated Jetboost, a powerful real-time search and filtering tool, allowing users to quickly sort and filter content by entity—Moonshots, Research, and more. Now, resources are organized, easily searchable, and instantly accessible right on the page, whether it’s a report or a poll.
Data visualization that reinforces Equis’ mission
To clearly show Equis Labs’ impact, we created scroll-triggered data visualizations on the homepage. As users scroll, key statistics come to life: 32.3 million eligible Latino voters in 2020, only half of whom cast a ballot. Projections for 2060 show an estimated 56 million new Latino voters, adding up to a total of 88 million. These visuals help tell the story of Latino voter engagement, showing visitors not just the numbers but why Equis' work is so critical for the future of American democracy.
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