Industry: Nonprofit/NGO - Fundraising and Public Speaking Guidance
Project Type: Website Redesign and Brand Identity Development
Tools Used: WordPress (Astra Theme, Elementor), Figma
Project Overview
Kristal Fraizer, founder of FundJoy, sought my expertise to revamp her website. FundJoy’s mission is to guide individuals through fundraising and public speaking challenges, offering valuable resources for those feeling overwhelmed or uncertain. The initial website, built using a yoga-themed template, failed to reflect FundJoy’s purpose and lacked the professional aesthetic necessary for an NGO. Beyond the website redesign, Kristal also needed a fresh brand identity, including a new logo, to establish a cohesive and professional online presence.
Project Goals and Challenges
The project goals were twofold:
- Aesthetic Improvement & Brand Alignment: Redesign the website to align with FundJoy’s brand and purpose, moving away from the outdated yoga template.
- Complete Brand Identity Development: Create a new logo and establish a consistent brand identity to strengthen FundJoy’s online presence.
However, this project presented several challenges:
- Misalignment with Brand: The existing template and design elements were entirely unrelated to FundJoy’s focus on nonprofit work and fundraising.
- Technical Limitations: The hosting setup prevented the installation of certain plugins, such as WP Reset, which could have streamlined the redesign process.
- Mobile Responsiveness: The embedded Mailchimp newsletter signup form was not responsive on mobile devices, impacting usability.
My Approach
I began with a detailed client consultation session, where Kristal and I discussed her goals for the new site and the issues with the current setup. After understanding FundJoy’s vision, mission, and target audience, I recommended a complete redesign from scratch to avoid the limitations of the existing template.
1. Planning & Prototyping: I gathered more insights from Kristal through an onboarding form, which provided clarity on competitor websites and her inspirations. Based on this information, I sketched a sitemap and created a prototype in Figma. After several revisions and final approval from Kristal, I moved forward with the full build.
2. Design & Development: Using WordPress with the Astra theme and Elementor page builder, I crafted a website that embodies FundJoy’s mission. The design focused on a clean, modern aesthetic with strategic color use to grab attention and convey professionalism.
3. Technical Solutions: For the technical obstacles, I cleaned the cache and reinstalled the site to ensure smooth operation with updated settings. To address the unresponsive Mailchimp form on mobile, I custom-coded the CSS, ensuring it displayed correctly across all devices.
Key Features and Standout Design Elements
The website’s design offers several unique features that set it apart:
- Attention-Grabbing Visuals: The color palette was carefully chosen to create a visually engaging and professional atmosphere.
- Dynamic Popup Forms: I used popup form pages linked to their respective buttons through dynamic tags, providing a smooth and interactive experience for users.
- Mobile-Friendly Design: Ensuring full responsiveness across devices was crucial for maximizing reach and usability.
Results and Impact
The redesign has provided substantial benefits for FundJoy:
Enhanced Usability & Performance: The website is now fully responsive, with a GTmetrix performance score of 99% and an overall A rating.
Projected Increase in Conversions: With the improved design and brand alignment, the site is expected to achieve a **70% increase in conversions** as it resonates better with FundJoy’s target audience.
Strengthened Brand Identity: The cohesive design and new logo establish a professional brand image that aligns with FundJoy’s mission and goals.
Client Feedback
Kristal was overjoyed with the finished website, describing it as “more than expected.” She appreciated the attention to detail, responsiveness, and fresh, professional look that perfectly captured the essence of FundJoy
