NJI Launches Redesigned BusinessRoundtable.org

P. H.

Category: Strategy


Through our years working with the Business Roundtable, we’ve done some pretty cool things together. In addition to print advertising, online creative and infographics, we’ve worked with the Roundtable to create microsites, coalition presences and advocacy pushes.

We’re always excited when BRT comes to us with a project, because we know it will turn heads on Capitol Hill and get policymakers talking. The organization is made up of the CEOs of the biggest companies in the United States, and is always crafting innovative ways to promote sound public policy and a thriving U.S. economy.

In late 2012, the Roundtable came to us with a weighty challenge. BRT represents the interests of the CEOs of the largest companies in America, but it was not portraying the authority of the organization well enough on its main Web presence, BusinessRoundtable.org. Through multiple additions and tweaks, the main pages of the website had become cluttered, and focus was lost on BRT’s most important content.

We got to work. The project that followed would become our largest responsive build to date.


For the phase-by-phase rundown of what would happen over the next year, check out our case study. Below I’ve pulled out some of the more glamorous features of the site:

Homepage: BRT has nine different policy committees, and with letters to Congress, announcements and full-scale studies coming out regularly, we needed to be able to highlight the newest and most important content front and center. The homepage is simple to navigate across all devices, allowing visitors to get right where they want to be.

Invested in America: When America Succeeds, Everyone Wins: An interactive that doesn’t overwhelm, but quickly and succinctly explains the benefits of business for the lay person.

Data Monitors: For the policy experts and data mongers, having a single source for the most important data points for your issue is invaluable. BRT is now a headquarters for this kind of information for six of its policy areas.

But of course, there’s more to find as you search around the site. Take a look.

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