Case Study — Trade Advocacy


PAFTRAC
Advocacy
Platform

Complete design and development of the digital platform for the Pan-African Private Sector Trade and Investment Committee, amplifying the voice of the African private sector on trade and investment policy across the continent.

11+

Page Templates

4

Content Types

2

Languages

54

African Countries

client

PAFTRAC

Industry

Trade Advocacy & Policy

Platform

Advocacy Website

  • The Project

Giving Africa’s private
sector a unified digital voice.

PAFTRAC — the Pan-African Private Sector Trade and Investment Committee — unites African leaders from the private sector and provides a unique advocacy platform bringing together the African private sector and African policymakers to support extra and intra-African trade, investment, and pan-African enterprise. Initiated by the African Union and with its Secretariat hosted by Afreximbank, PAFTRAC needed a bold, modern website to match its continental ambition. STEPS designed and developed the complete platform from the dynamic homepage with diagonal layouts and bold typography to specialized content templates for activities, publications, press releases, and member directories. The website serves as a hub for trade policy advocacy, CEO survey reports, and event documentation across all 54 African countries, with full multilingual support.

  • Website Pages

Content
Architecture

Homepage

Bold hero with diagonal layouts, survey CTA, mission statement, trade reports, and partner logos.

About Us

Three-pillar overview, leadership section, and organizational structure.

Activities Listing

Chronological activity feed with year filtering and read more CTAs.

Activity Detail — Photo

Article template with side banner, body text, social sharing, and photo gallery.

Activity Detail — Video

Same template adapted for video content with embedded player.

Publications — Reports

Chronological activity feed with year filtering and read more CTAs.

Publications — Press Release

Press release listing with article summaries and read more navigation.

Press Release Detail

Full article with hero banner, body text, and organizational context.

Members

Leadership hierarchy display with Chairperson and Vice-Chair grid.

Contact Us

Comprehensive contact form with multiple fields and reCAPTCHA.

Global Components

Consistent header, footer, and navigation across all pages.

Challenge

No Digital Presence for a Continental Voice

PAFTRAC had no dedicated website. As a Pan-African advocacy committee bridging the private sector and policymakers across 54 countries, they needed a platform that conveyed authority and urgency — showcasing activities, publishing CEO trade surveys,distributing press releases, and connecting African business leaders, all in a bold visual identity matching the committee’s continental ambition.

solution

Bold, Content-Rich Advocacy Hub

We built a striking platform with PAFTRAC’s bold red, blue, and amber identity — featuring diagonal layouts, specialized templates for activities (photo & video), publications (reports & press releases), a leadership hierarchy display, and a comprehensive contact system. The website now serves as the central hub for pan-African trade advocacy and private sector engagement.

  • Key Deliverables

WHAT WE
BUILD

01

Diagonal Hero System

Bold angular layouts with overlay text, matching PAFTRAC's dynamic brand identity.

02

Activity Templates

Photo and video activity detail pages with vertical banner, social sharing, and gallery.

03

Publication Hub

Tab-based reports/press releases with downloadable PDFs and featured report showcase.

04

Leadership Display

Chairperson/Vice-Chair hierarchy on branded amber background with B&W portraits.

05

Contact System

Multi-field form with role selection, organization details, and reCAPTCHA security.

06

Multilingual Structure

English-first with language switching architecture for French and additional languages.

07

Brand Identity

Red, blue & amber palette with diagonal shapes, bold typography, and African iconography.

08

Responsive Design

Fully responsive across desktop, tablet, and mobile for stakeholders across Africa.

09

Partner Integration

African Union & Afreximbank logos with member organization carousel.

  • Methodology

From Brief to Launch

1

Discovery

Understanding PAFTRAC's advocacy mission, stakeholder mapping, content inventory, and brand guidelines from the African Union and Afreximbank ecosystem.

2

UI/UX Design

11+ page templates with bold diagonal layouts, color-coded content types, and responsive wireframes optimized for African connectivity conditions.

3

Development

WordPress + Elementor build with custom templates, multilingual plugin configuration, contact form integration, and publication management system.

4

Content & Launch

Content migration, CEO Trade Report uploads, member profiles setup, and production deployment on Afreximbank infrastructure.

7

+

Page Templates

4

Content Types

54

Countries Served

2

Languages

  • UI/UX Showcase

Selected
Pages

Homepage

Bold hero with diagonal layouts, survey CTA, mission statement, trade reports, and partner logos.

Publications — Reports

Chronological activity feed with year filtering and read more CTAs.

Publications — Press Release

Press release listing with article summaries and read more navigation.

Press Release Detail

Full article with hero banner, body text, and organizational context.

Contact Us

Comprehensive contact form with multiple fields and reCAPTCHA.

STEPS delivered a platform that truly captures the energy and ambition of PAFTRAC. The bold design commands attention, and the content
architecture makes it easy for stakeholders
across Africa to engage with our advocacy work  and access our trade research.

PAFTRAC Secretariat

Building an advocacy platform?