UX, Visual Design,
Web Design
Web Design
Role: Lead UX & Visual Designer
Overview
EverGreen Dreams is a 501(c)(3) nonprofit organization dedicated to cultivating endless possibilities for Black cisgender and transgender women through education. The goal of this project was to design a digital presence that clearly communicates the organization’s mission, builds trust with donors and partners, and creates an inviting, affirming experience for the community it serves.
Responsibilities
UX strategy and information architecture
Visual design and brand alignment
Accessibility-first design decisions
Content hierarchy and storytelling
Responsive web design
Nonprofit-focused UX optimization (donations, credibility, clarity)
Problem
EverGreen Dreams needed a website that:
Clearly articulated its mission and values
Represented Black cisgender and transgender women with dignity and care
Established legitimacy and trust as a nonprofit organization
Balanced emotional storytelling with clear calls to action
Was accessible, inclusive, and easy to navigate across devices
The challenge was creating a visual and UX system that felt warm, empowering, and grounded, without overwhelming users or diluting the organization’s purpose.
Goals
Create a calm, nature-inspired visual identity aligned with the “EverGreen” concept
Communicate mission and impact quickly above the fold
Design an inclusive, affirming experience for diverse audiences
Support key nonprofit actions: learning, donating, and engaging
Ensure accessibility and clarity for all users
Design Approach
1. Mission-First Storytelling
The homepage immediately prioritizes the organization’s purpose, pairing the tagline “Cultivating Endless Possibilities” with supporting copy that explains who EverGreen Dreams serves and how education is the foundation of its work.
Content was structured to answer key user questions quickly:
Who is this organization for?
What do they do?
Why does it matter?
How can I support or get involved?
2. Visual Language
The visual system draws from natural, evergreen motifs to reinforce themes of growth, stability, and sustainability:
Soft, calming color palette inspired by nature
Clean typography for readability and trust
Spacious layouts to reduce cognitive load
Minimalist design that keeps focus on the mission
This approach supports emotional resonance while maintaining the professionalism expected of a nonprofit organization.
3. Inclusive & Accessible Design
Accessibility was treated as a foundational requirement, not an afterthought:
Clear typographic hierarchy
High color contrast for readability
Simple navigation and scannable layouts
Language that is affirming, respectful, and inclusive
Design decisions were intentionally made to ensure Black cisgender and transgender women felt seen, respected, and welcomed.
4. Responsive & Scalable
The site was designed mobile-first to ensure:
Seamless experiences across devices
Easy navigation for users accessing the site on phones or tablets
A scalable layout that can grow as programs and content expand
Outcome
Delivered a mission-driven website that clearly communicates EverGreen Dreams’ purpose
Established a trustworthy and credible nonprofit digital presence
Created a calm, inclusive visual identity aligned with the organization’s values
Improved clarity around engagement opportunities for donors, partners, and participants
Built a scalable foundation for future content, programs, and growth
Impact
The redesigned website positions EverGreen Dreams as:
A credible, purpose-driven nonprofit organization
A safe and affirming space for Black cisgender and transgender women
An organization ready to grow its educational impact and community reach
Key Takeaways
Mission clarity is critical in nonprofit UX
Visual calm can strengthen emotional trust
Accessibility and inclusion must be intentional from the start
Thoughtful storytelling improves engagement without sacrificing usability