#CreateWelcome website — campaign microsite with WelcomeKit ordering

Overview

The #CreateWelcome website was the digital hub for one of Queensland's most visible social impact campaigns. While the wider campaign reached the public through digital billboards, public events and social media, the website was the place where awareness was converted into action — visitors could understand the campaign, learn how to take part, order a physical WelcomeKit, and have their own messages of welcome connected back into the broader campaign ecosystem.

The site was developed as a campaign microsite — purpose-built, lightweight and tightly integrated with the campaign's out-of-home, social and event channels. The BADC finalist record credits LovelyPixel's work on the project as Front End Designer, Digital Producer, Developer and Back End Developer, which reflects the breadth of the delivery: not just how the site looked, but how it functioned and how it supported the campaign's participation mechanics.

The brief and the challenge

A standard campaign landing page would have failed this brief. The site had to sit at the centre of a real participation ecosystem — taking in social submissions and event activations, supporting WelcomeKit ordering as a tangible participation mechanic, and bridging public attention from a digital billboard or social booth into a clear, simple next step online.

The audience was broad — members of the public, community organisations, event participants, media partners and campaign stakeholders. The interface had to feel welcoming and accessible, not institutional. And it had to work across desktop, tablet and mobile, because people would often be discovering the campaign after seeing a billboard or attending an event.

The approach

The website was designed as a participation funnel, not a content brochure. Every page served one of four jobs: understand the message, join the campaign, order a WelcomeKit, or pass through to social participation. The visual tone aligned with the outdoor billboard creative — bold campaign colours, clean typography, social media cues — while the structure kept the experience simple enough for someone to participate in under a minute.

The back-end was built to support the campaign's ordering and participation mechanics: form submissions, WelcomeKit fulfilment data, and the content flow that supported moving public-generated messages between social media and outdoor amplification. The site had to be a functional campaign platform, not a static page.

• Front-end design — campaign-aligned UI, responsive across devices
• WelcomeKit ordering flow — form, validation and fulfilment data hand-off
• Hashtag and social participation guidance with Instagram integration
• Event and social booth support content explaining the participation flow
• Back-end development supporting campaign administration and content flow
• Cross-channel consistency with billboard, social and event creative

Project gallery

A microsite that became a participation platform

Most campaign websites stop at "look at the billboard online." This one didn't. The site became the layer that connected community participation to outdoor amplification — selected user-generated messages could move from social submissions through to goa's digital billboard network, which reaches more than two million people per week across Queensland.

That kind of integration only works if the website is designed as a system, not as a landing page. The information architecture, ordering mechanic, social integration and back-end were all designed with the campaign's real participation flow in mind.

Why this matters as a credibility signal

The website work here is the same discipline we bring to commercial WordPress website design and custom internal tool engagements: think about what the site needs to do, not just what it needs to look like. Functional clarity, fast load, mobile-first layout, and structure that survives traffic spikes — those decisions matter more than visual polish on a real campaign.

The campaign's recognition as a 2016 BADC Finalist is partly recognition of the site doing its job. People found it, used it, and moved through it under real public load.

Outcome

The website operated as the connective tissue of a campaign that reached more than a million people in its early rollout and 3.3 million social media hits over the life of the activity. The site continued to be referenced by partners and educators after the launch period — La Boite Theatre Company's education program later referenced the #CreateWelcome page as a resource for changing the conversation around refugees and asylum seekers.

For LovelyPixel, the project demonstrates the ability to ship websites that aren't just well-designed — they're designed around a job, a user behaviour and a measurable outcome.

Skills and capability