Design isn’t polish — it’s power.

Perception is reality. Design sets both.

Design isn’t polish — it’s power.

Perception is reality. Design sets both.

Full Rebrand & Website Overhaul for Boston Nonprofit

New Beginnings was trying to fund a powerful mission with a website that wasn't doing the mission any favors. It looked outdated, felt impersonal, and lacked the clarity and credibility needed to earn donor trust. Acting as strategist, designer, developer, and brand lead, I led the entire transformation.

The result is a confident visual identity and a clean, mobile-friendly site that helps this nonprofit get the support it needs to do real work for real people.

Please consider giving to this amazing organization. They are truly changing lives with the work they do.

Do good today

MY CONTRIBUTIONS

UI/UX Design

Responsive Web Design

CMS Implementation

SEO Optimization

Content Strategy

Information Architecture

UX Writing

Web Development (HTML/CSS)

Brand Guidelines

Marketing Collateral Design

Project Management

MY CONTRIBUTIONS

UI/UX Design • Responsive Web Design • CMS Implementation • SEO Optimization • Content Strategy • Information Architecture • UX Writing • Web Development (HTML/CSS) • Donor-Focused User Journeys • Marketing Collateral Design • Project Management • Brand Guidelines

Screenshots of a nonprofit website redesign for New Beginnings Recovery Services, highlighting a modern layout with messaging around second chances, donation impact, and program offerings like therapy, education, and workforce development.

Previous design of New Beginnings' website, not very user friendly, inconsistent, and not responsive.

THE CHALLENGE

A Great Mission Buried in Bad UX

New Beginnings was doing life-changing work for people reentering society, but their online presence didn’t reflect that. The site felt outdated, inconsistent, and impersonal, failing to capture the heart behind the mission. Potential donors couldn’t easily grasp what the organization did, why it mattered, or why their support was needed. The lack of clear messaging and design made it harder to earn trust and drive real impact.

Close-up of a person using a tablet to browse the homepage of the New Beginnings Recovery Services website, featuring the tagline ‘We believe in the power of second chances’ alongside uplifting imagery.

Double exposure image of a bird with a serene nature scene inside, with trees, mountains, and sky.

VISUAL BRAND STRATEGY

Story-Driven Brand System

I partnered with New Beginnings to elevate their digital presence and support their mission. Through strategic branding, updated visuals, and campaign-ready content, I delivered a cohesive identity that evokes strength, growth, and transformation across their website, social platforms, and donation touchpoints.

Woodcut style illustration of tree rings used as background decoration, and part of New Beginning's aesthetic, punctuating growth and transformation.

The color palette draws from soft, earthy tones chosen to evoke calm, renewal, and a grounded sense of hope that mirrors New Beginning’s mission of healing and second chances.

A mobile screen displaying the New Beginnings Reentry Services website, featuring messages of growth and compassion with nature-inspired imagery.

To underscore themes of growth and healing, I introduced a visual style featuring double exposure photography of tranquil nature scenes and hand-drawn woodcut tree rings, each symbolizing inner strength, resilience, and the slow, layered beauty of transformation.

Black and white illustration of a tree trunk cross-section, showing detailed growth rings and natural cracks, symbolizing age, resilience, and the passage of time.

Before:

After:

Screenshots of a digital fundraising email campaign for New Beginnings Reentry Services. The design features layered double-exposure imagery of people and nature, symbolizing transformation and hope. Headlines read “A Critical Moment: We Need Your Help” and “The dawn of new hope is within reach,” calling for urgent donations. Prominent green buttons invite users to take action, with messaging that emphasizes matching contributions and supporting second chances for formerly incarcerated individuals.

Social media campaign for New Beginnings Reentry Services featuring black-and-white portraits of formerly incarcerated individuals. Each portrait is paired with a personal quote about their reentry journey, highlighting challenges and successes such as finding housing, gaining employment, and reclaiming independence. The central phone screen displays an Instagram post with a quote and supportive caption.

FROM INBOX TO FEED

Designing Campaigns That Spark Action

To carry the new branding into outreach, I created email communications and social campaigns that balanced clarity with compassion. Each piece was designed to engage sponsors, donors, and community members with a consistent voice and visual identity.

Pairing thoughtful design with strategic messaging, these campaigns reinforced the organization’s mission and drove measurable engagement, building awareness, trust, and support.

AI in Action

AI is My Creative Co-Pilot

I use emerging tools to make work more efficient, imaginative, and scalable. By experimenting with new technology, I stay ahead of trends while delivering thoughtful, human-centered results.

Tools used for this project include:

Messaging & Strategy: Created a custom GPT trained on NBRE’s mission for consistent voice and faster content generation.

Ideation: AI mindmapping tool for creative fundraising event concepts.

Automation & Integration: Connected to CMS for seamless form submission tracking.

Custom Visuals: Unique, brand-aligned imagery

Illustration of a regal bird character dressed in ornate teal Renaissance-style clothing, including a feathered hat and embroidered coat.

Illustration of a sophisticated rooster character wearing a monocle and ornate clothing with decorative embellishments, styled in a whimsical aristocratic fashion.