Save Grassy Mountain is a nonprofit advocacy initiative focused on protecting Alberta’s Eastern Slopes from renewed open-pit coal mining. The organization works to educate Albertans on environmental, agricultural, economic, and watershed impacts, while mobilizing community support through events, outreach, and grassroots action.
This project required a careful balance. The site needed to be informative and action-driven without feeling inflammatory or politically aggressive. Messaging had to remain educational, accessible, and grounded in facts, while still motivating visitors to take meaningful action.
Because the organization operates at a grassroots level, the website also needed to consolidate a wide range of information into a simple, highly navigable structure. Most content lives on the homepage, including:
- Clear pathways for community donations that directly fund advocacy efforts
- Direct links and information to help visitors contact their local MLAs
- Educational sections explaining environmental, agricultural, economic, and watershed impacts
- Information regarding Indigenous land considerations
- Upcoming events and community initiatives
- Campaign materials such as lawn signs, totes, and buttons designed to help supporters raise awareness
The challenge was creating clarity without overwhelming visitors, and urgency without escalation.
We designed the site with a nostalgic, educational tone inspired by summer camp and outdoor learning environments. The visual direction reinforces themes of stewardship, shared responsibility, and connection to Alberta’s landscapes.
The homepage was structured as a guided narrative, allowing visitors to move from understanding the issue to taking action without navigating multiple pages. Educational sections were broken into digestible segments, each focusing on a different impact area, while donation and civic engagement pathways were made highly visible throughout.
Clear, consistent calls to action encourage visitors to contact elected officials, attend events, contribute to advocacy efforts, or display campaign materials in their communities. The awareness materials were integrated cohesively into the platform, supporting grassroots visibility while maintaining a unified visual identity.
The result is a focused, approachable, and action-oriented advocacy platform that informs without alienating and mobilizes without overwhelming.
