Data visualization as the hero
Animated counters and clear charts, right from the homepage, showing the sector's tangible impact.
Case study
Producer responsibility organization · Circular fashion
Refashion
turn a corporate website perceived as "administrative" into an engaging platform, able to speak at once to industry professionals (members), nonprofit partners and the general public, while showcasing complex CSR data.
The context
Refashion (formerly Éco TLC) is the producer responsibility organization tasked with implementing extended producer responsibility (EPR) for textiles, household linen and footwear in France. Its role is to collect eco-contributions and fund prevention, reuse and recycling initiatives.
The brief
Objective: strengthen engagement across the different audiences and make it easier for professionals to join. The expectations:
- Visual educationTranslate the sector's key figures (tonnes collected, jobs created, CO2 avoided) into infographics and visualized data that everyone can understand.
- Dedicated portalsCreate clear entry points for the 3 audiences: "I am a professional", "I am a partner", "I am a citizen".
- Spotlight on campaignsGive pride of place to consumer campaigns with action-oriented landing pages.
- Transparency and reportingSimplify access to activity reports and impact data to reinforce the organization's legitimacy.
The design approach
An "Eco-Modern & Data-Driven" direction: move beyond the "leafy green" clichés to embrace a dynamic, inclusive palette and elegant data visualizations.
Intent-based navigation
A main menu segmented by user profile, sparing visitors the search for the information that concerns them.
Field action in the spotlight
A grid of concrete projects (community hubs, repair workshops, recycling innovations) with photos and testimonials, to ground the work in reality.
Secure member area
A clear, professional gateway to the portal for declaring and paying the eco-contribution.
The build
- Development on a robust, secure CMS, suited to the requirements of a public-interest entity.
- Integration of data visualization libraries for interactive, lightweight charts.
- SEO optimization on queries related to "responsible fashion", "textile recycling" and "EPR regulation".
- RGAA (accessibility) compliance at level AA, essential for a public-interest organization.
- Rollout of a press area and a downloadable resource center.
The project in numbers
- 1 public-interest mission: structuring the circular fashion sector in France
- 3 target audiences: Professionals, Partners, General Public
- Dozens of projects funded each year, showcased on the site
- National campaigns such as "On prend tout" woven into the user journey
- RGAA compliance and guaranteed digital accessibility
The results
- Overall traffic (GA4), 10 months after the redesign: 68,000 visits/month, with peaks during campaign launches or report releases
- Engagement rate (GA4): 58%, up 20 points, thanks to interactive infographics and case studies
- "Pro Area" conversion rate (GA4): 12% of professional visitors click through to the membership or declaration portal
- Thematic SEO (GSC): +110% visibility on the queries "circular textile economy" and "fashion producer responsibility organization"
- Resource downloads: +45% downloads of the "CSR Best Practices" guides and the annual reports
In their words
We needed to move from an 'administrative showcase' site to a platform that makes you want to act for circular fashion. The new design managed to bring our impact data to life and make it understandable. Segmenting by audience made navigation considerably easier, for our members and for citizens alike.
As a clothing brand, understanding and applying EPR regulation can be complex. Refashion's site has done an enormous amount of educational work. The guides are clear, the professional area is well separated, and thanks to the visualizations of concrete projects we finally understand where our eco-contributions go.
More work
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