TRACE
Two decades of anti-bribery standards
TRACE is a globally recognized anti-bribery business organization, helping companies operate ethically while staying competitive worldwide. For two decades its membership program, due diligence services, and training have reached more than 500 multinational companies and clients, though the website behind that authority did not look the part.
A modern authority stuck in an old site
TRACE read like a nonprofit from the early 2000s: too much copy, a confusing page order, and a navigation split down the middle between two business lines. Ruckus needed to build a simpler, lead-focused experience that finally looked as sophisticated as the organization itself.
One story, one navigation
Ruckus set the strategy first, treating TRACE as one organization expressed through two business models, then rebuilt the site map into six clear destinations under a single navigation. A new design system paired an editorial serif with a clean sans, swapped dated building photography for real people and modern infrastructure, and pointed every page toward one next step: inquire.
A modern face for a global standard
The result is one website serving both the nonprofit membership program and the for-profit due diligence practice, carried by a complete design system built to scale, from headlines to fine print, with sophisticated infrastructure photography and a lead-focused layout replacing the dated look TRACE had outgrown.
“I think TRACE is the top compliance organization in the world for providing member services, its innovative approach and the tools it offers.”Jonathan Drimmer, Chief Compliance Officer, Deputy General Counsel, Barrick Gold Corp
