Reimagining a social enterprise’s website and brand
SELF
2024
UX/UI Design, Web Design, Visual Design
SELF, a social enterprise dedicated to supporting women on their journey to financial stability and independence, sought to revitalize their online presence. As they aimed to scale their services, SELF recognized the need for a comprehensive website redesign to reflect their evolving mission and attract more customers, partners, and donors.
A high bounce rate stemmed from unclear messaging and hidden CTAs.
Vital information was buried under vague menu items, making it difficult for visitors to understand SELF's offerings.
The website lacked a cohesive brand identity and was overwhelmed with text, resulting in an unprofessional appearance.
A high bounce rate stemmed from unclear messaging and hidden CTAs.
Vital information was buried under vague menu items, making it difficult for visitors to understand SELF's offerings.
The website lacked a cohesive brand identity and was overwhelmed with text, resulting in an unprofessional appearance.
Before: the original homepage
To lay the foundation for a cohesive and resonant brand identity, we organized a brand kickoff session that brought together members and beneficiaries of SELF. This collaborative workshop aimed to define who SELF is, its purpose, and how it should visually express itself.
Branding kickoff session
Revised headlines and concise descriptions immediately conveyed SELF's message.
Custom illustrations showcased the diversity of women SELF serves.
Featured stories of beneficiaries and logos of collaborators built credibility.
Upcoming workshops were prominently displayed to drive engagement.
Introduced a free discovery call as the primary CTA.
A step-by-step guide explained the coaching journey.
Included a candid video introduction of the main coach to connect emotionally with the target audience.
Introduced tiered pricing options with clear benefits and pricing breakdown for each tier.
The new website was designed to be fully responsive, with special attention given to mobile optimization since a large portion of SELF's audience accessed the site via mobile devices.
I redesigned the About page to share SELF's journey and tell a meaningful story to emotionally connect with their audience. Key highlights include:
Clear CTAs and optimized user flows increased potential for conversions.
A cohesive visual language and professional design elevated SELF's online presence.
Revised information architecture and intuitive navigation improved content accessibility.
The new design effectively communicated SELF's mission, attracting potential collaborators and partners.