I designed Second Harvest Foodbank's website to appeal to a growing, younger donor community, giving it a brand refresh infused with organic elements and a new color palette that resonates with a lively, natural theme.
With an outdated website, Second Harvest Food Bank struggled to appeal to a new generation of donors, resulting in low online donations. They recognized the need to enhance the digital experience and reduce reliance on physical mail.
Through interviews with donors and clients, I discovered that visitors found some of the key pages overwhelming and had difficulty locating information quickly. I prioritized simplifying and restructuring the content, bringing essential actions to the forefront and emphasizing client stories to highlight the organization's impact. Visually, I introduced new secondary colors and organic shapes to enhance the brand and align with its missions and values.
The fresh, organic look of the site design was well-received, and we have observed an increase in the overall site engagement rate. Since the launch, Second Harvest has been able to create new digital campaigns and confidently drive traffic to the site. Overall, I'm grateful to have been a part of this project and to be able to support the community.
