One thing I’ve continued to learn since joining FCG is that the most important part of designing a website isn’t composing something that is aesthetically beautiful/appealing (although we think we’ve made some pretty beautiful websites) but crafting an intuitive and meaningful user experience. At the start of any website project, we take the time to dig into the gritty details of structure and function before we even start to think about colors and fonts.
Because at the end of the day, it doesn’t matter how great a site looks if it doesn’t accomplish the goals of the organization and drive users to specific action.
I recently had the opportunity to work on a website redesign for The Redeemer’s School (TRS)— an urban Christian school and ministry of Redeemer Church, PCA that provides excellent education to children of all economic, racial, and ethnic backgrounds. As a member of Redeemer Church, I knew the intriguing story behind the founding of TRS and the impact it has had on many kids from low-income families in the community that would not ordinarily have access to this kind of education.
I could also see that the dynamism of that impact was getting lost in the design of their existing site.
So when thinking through the redesign, one of our main goals was to present the school’s narrative and vision in a compelling way that captured the school’s unique diversity and galvanized potential donors. Donors want to see why a cause is important and how their money can make a real impact more than they want to be told those things.
One of major overhauls for the site was providing multiple opportunities for visitors to get an inside look at the TRS vision and find specific ways to get involved. We were able to make this change happen by adding new sections on the homepage for visitors to clearly view the school’s mission, story, and testimonials. Looking forward, I’m excited and hopeful to see how this emphasis on the TRS story and donation needs will lead to increased giving towards the school’s expansion.
The new site is visually beautiful (in my completely unbiased opinion), with the fresh color palette and vibrant photography we implemented throughout. Meaningful student/teacher interactions that speak to the close community at TRS are highlighted on every page. All of this plays an important role in creating a clean and cohesive look for the brand across platforms.
Since the site has launched, I’ve gotten to talk with several TRS parents who have remarked that the new site looks more artistic and professional and resources are easier to find. Personally, it’s been an honor to work on a project for a ministry that I truly care about and that I believe is positively serving the Broadmoor community of Jackson.
A graphic designer named Lorinda Mamo said, “Every great design begins with an even better story.” At FCG, we know the impact of stories, and we are constantly working to find creative and innovative ways to share the important causes that our clients represent in ways that will engage the right audience and enact change. When that change can come locally to our Jackson communities that we are so invested in — it’s even better.
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