We’ve gained many insights from our years working with membership organisations and partnering with Cyberglue, creators of membership management software MemberConnex. Whilst every organisation and industry has their individual personalities and challenges, there are plenty of similarities in how organisations communicate and engage with their audiences.

Brand Positioning

You only get one shot at the ‘first impression’ and this is especially true with branding. Websites are the first (or primary) touchpoint for any brand, making it vital for them to deliver a great first impression – one that establishes the organisation’s voice, personality and market positioning. We work with each organisation to design a website that reflects their brand, and promotes the value they add and impact they have for their members and industries.

New Zealand Institute of Surveyors (NZIS) address their key audiences with punchy messages directing visitors to more relevant content within the website. For NZIS, METS Ignited and Maadi Cup, we utilised key elements from their visual identities throughout their websites for a cohesive brand message while organising and prioritising content relevant to each audience segment.


Branded Sections

The New Zealand Green Building Council (NZGBC) website establishes a brand hierarchy by showcasing their Green Star, Homestar™ and NABERSNZ™ brands, improving industry and consumer awareness while encouraging cross-stream professional development. Each sub-brand has a themed section within the NZGBC website helping users navigate related content while maintaining overall brand consistency.

Similarly, METS Ignited – an Australian Industry Growth Centre – arranges web content into colour-coded sections for four distinct audience segments in order to focus key messages and get industry players to connect, collaborate and innovate by becoming Network Associates.


The trick to managing a wealth of information on your website is to help people quickly find the bits most relevant and valuable to them. Directories play a big part in web design for membership organisations, often used for organising members’ profiles, knowledge resources, news stories, events and courses. With careful thought into who might be using the directory, and what criteria they’ll use to assess and narrow the information available – date, cost, skills, location, etc. – we design non-intrusive search and filter interfaces and present summarised abstracts to guide people toward the nearest training workshop, the latest presentation, or the most qualified professional, neatly rounded out with a clear call to action when they find what they’re looking for.

Member Dashboards

Personal dashboards are where members manage their accounts and preferences, making them the perfect engagement centre for organisations to connect with individuals. Once logged in, MemberConnex can use the personal data to tailor information and content to suit the member,  for example presenting visual summaries of continual professional development (CPD) points accrued, or relevant upcoming events.

Information panels, or cards, are a great way to arrange and present personal account information in a clear, concise and structured way on member dashboards, like Physio New Zealand (PNZ). Panels help to keep the different sections of information separated, allow versatility in adapting the layout for different screen sizes, including additional panels for people with more responsibilities (e.g. admins for special interest groups or company memberships), and unlocking more options when people upgrade their memberships.

The MyNational dashboard promotes engagement and collegiality within the supporters community by showcasing personal achievement badges that reward commitment milestones, contributions and achievements.


While not the most glamorous things to work on, online forms are very useful in streamlining manual data entry for membership organisations and can make or break a user’s experience. From login forms, membership or funding applications, to award submissions or registering for an event, forms are the backbone of data processing online. Therefore, we try to make them as fluid as possible for people to use.

Complex processes, like the PRINZ Awards entry, can be broken down into a sequence of smaller steps, with persistent navigation and a progress bar as a visual guide. Starting with simple questions and only revealing additional questions if they apply based on the first answer is another trick we use to simplify the process.


Conferences are often the highlight of the year in membership organisations, when anticipation builds and spirits are high. Getting together with peers – often in enviable venues and destinations – to share industry insights, be inspired by international speakers, and get excited about the year ahead all make conferences very important.

Membership organisations like Physiotherapy New Zealand go to great effort to attract some of the most influential speakers in their professional field and put on an event to be remembered. We developed a small-scale visual identity for their conference based on the PNZ brand; bold supporting promotional material, including a distinctive section on the PNZ website to drive ticket sales, a sponsorship prospectus, an event programme and handbook, completed the package.