The RAF100 Appeal is a joint venture between the Royal Air Force (RAF) and four major RAF charities to create a lasting legacy as we celebrate 100 years of the RAF in 2018.

Aimee J used the existing RAF100 Appeal visual identity and developed the brand for web use. The brand was rolled out across the website to drive donations and provide information about celebratory events e.g. the RAF100 flypast. In addition to designing the responsive website, Aimee J built the site using wordpress and continue to be responsible for it’s maintenance and google analytics.

The site is clean, simple and works well across devices. The subtle parallax effect on the imagery and the movement of elements into position creates a dynamic flow through the site. The main function of the site is to drive donations to the RAF100 appeal. Focusing on the user journey has ensured donation buttons are positioned well and fewer clicks to donate ensure a higher conversion rate. There has been almost 30,000 visitors with a donation conversion almost 2%.

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