- Case Study — Trade AdvocacyPAFTRAC 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+
4
2
54
African Countries
client
PAFTRAC
Industry
Trade Advocacy & Policy
Platform
Advocacy Website
Stack
WordPress
Elementor
MySQL
PHP
- The ProjectGiving Africa’s private
sector a unified digital voice.
The African Medical Centre of Excellence (AMCE) is a 500-bed specialist hospital in Abuja, Nigeria — developed by Afreximbank in partnership with King’s College Hospital NHS Foundation Trust, delivering world-class care in oncology, cardiovascular, hematology, and general medicine across West Africa.
STEPS designed and developed the complete bilingual website (EN/FR) — covering the homepage, clinical services pages, board and team profiles, project timeline, press releases, and footer. A dark navy and green design communicates medical authority while ensuring accessibility.
- Website Pages
Content Architecture
Homepage
Bold hero with diagonal layouts, survey CTA, mission statement, trade reports, and partner logos.
- Diagonal hero with advocacy messaging.
- Mission & vision sections.
- CEO Trade Report highlights.
- Partner carousel (AU, Afreximbank)
About Us
Three-pillar overview, leadership section, and organizational structure.
- Enhancing Advocacy / Mobilising / Research pillars
- Leadership profiles with hierarchy
- Chairperson & Vice-Chair display
- Partner carousel (AU, Afreximbank)
Activities Listing
Chronological activity feed with year filtering and read more CTAs.
- Year-filtered activity cards
- Image + description + CTA layout
- Red divider separators
- Consistent horizontal layout
Activity Detail — Photo
Article template with side banner, body text, social sharing, and photo gallery.
- Vertical “ACTIVITIES” banner
- Full article body with date
- Social sharing buttons
- Photo gallery grid
Activity Detail — Video
Same template adapted for video content with embedded player.
- Embedded video player
- Video thumbnail with play button
- Article body & social sharing
- Responsive video container
Publications — Reports
Trade report showcase with downloadable PDFs and featured report description.
- Reports / Press Release tabs
- Featured report with description
- Report cover grid (3-column)
- Download report CTAs
Publications — Press Release
Press release listing with article summaries and read more navigation.
- Tab switching (Reports/Press)
- Article cards with location & date
- Summary text + Read more
- Red divider separators
Press Release Detail
Full article with hero banner, body text, and organizational context.
- Hero image with overlay title
- Full article with “About PAFTRAC”
- Social sharing integration
- Red/orange branded footer
Members
Leadership hierarchy display with Chairperson and Vice-Chair grid.
- Chairperson featured card
- Vice-Chair 4-column grid
- Gold/amber background
- Black & white portraits
Comprehensive contact form with multiple fields and reCAPTCHA.
- Role & interest dropdowns
- Company, organization, country fields
- reCAPTCHA integration
- Branded hero banner
Global Components
Consistent header, footer, and navigation across all pages.
- Branded red navigation bar
- Multi-language selector (EN)
- Footer with sitemap & contact
- Responsive mobile menu
-
- 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
- Key DeliverablesWhat We Built
Diagonal Hero System
Bold angular layouts with overlay text, matching PAFTRAC's dynamic brand identity.
Activity Templates
Photo and video activity detail pages with vertical banner, social sharing, and gallery.
Publication Hub
Tab-based reports/press releases with downloadable PDFs and featured report showcase.
Leadership Display
Chairperson/Vice-Chair hierarchy on branded amber background with B&W portraits.
Contact System
Multi-field form with role selection, organization details, and reCAPTCHA security.
Multilingual Structure
English-first with language switching architecture for French and additional languages.
Brand Identity
Red, blue & amber palette with diagonal shapes, bold typography, and African iconography.
Responsive Design
Fully responsive across desktop, tablet, and mobile for stakeholders across Africa.
Partner Integration
African Union & Afreximbank logos with member organization carousel.
- Methodology
From audit
to launch
Discovery
Understanding PAFTRAC's advocacy mission, stakeholder mapping, content inventory, and brand guidelines from the African Union and Afreximbank ecosystem.
UI/UX Redesign
11+ page templates with bold diagonal layouts, color-coded content types, and responsive wireframes optimized for African connectivity conditions.
WordPress + Elementor build with custom templates, multilingual plugin configuration, contact form integration, and publication management system.
Content migration, CEO Trade Report uploads, activity documentation, member profiles setup, and production deployment on Afreximbank infrastructure.
- UI/UX Showcase
Selected Pages
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.
Building an advocacy platform?