Transforming mentorship into a modern, community-driven brand experience.

Focused on clarity, connection, and impact, this project unified brand strategy, visual identity, and UX/UI web design into a cohesive digital ecosystem—culminating in a strategy framework, identity system, responsive website, and storytelling platform that inspires action and celebrates potential across NJ.

Quick Overview (TL;DR)

A complete brand and digital transformation for a nonprofit redefining mentorship across New Jersey. The project spanned strategy, messaging, design, and UX/UI—resulting in a refreshed identity system, full website redesign, and storytelling-driven content ecosystem that built trust, community, and action.

The Challenge

Big Brothers Big Sisters of Coastal & Northern NJ (BBBSCNNJ) had a strong legacy but a fragmented digital presence. The brand’s visual identity and messaging lacked cohesion across channels, and the website structure felt program-centric rather than people-driven. The challenge was to unify messaging, simplify user journeys, and humanize the brand—creating a digital experience that better reflected its mission: defending potential through mentorship.

The Approach

The rebrand centered on connection and clarity. We led a full brand and UX audit, identifying opportunities to infuse empathy and action into every touchpoint. Deliverables included a brand strategy framework (purpose, beliefs, mission, vision, values); a refined messaging system around “Defending Potential”; a visual identity evolution, maintaining recognizable brand equity while introducing modern, accessible typography and a nature-inspired palette; a modular UX/UI design system built for scalability, supporting new pages (Programs, Get Involved, Stories, Contact) and consistent CTAs across all user flows; and a content system for ongoing campaigns such as seasonal promotions, impact storytelling, and community events. The result was a digital ecosystem designed to move users from awareness to involvement—connecting emotion with action.

The Outcome

The new brand system and website reintroduced BBBSCNNJ as a modern, human-centered nonprofit—clear, inspiring, and connected to its community. By prioritizing storytelling, visual consistency, and seamless UX, the redesign created increased user engagement through focused CTAs (Be a Mentor, Enroll a Child, Donate); scalable layouts for regional events, partnerships, and seasonal campaigns; and a cohesive narrative emphasizing mentorship’s ripple effect on individuals and communities. Big Brothers Big Sisters of Coastal & Northern NJ now communicates its impact with renewed clarity and confidence—inspiring more mentors, families, and partners to get involved.

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