Brand Development | WordPress Development | Multi-Audience Strategy

Opportunity for Work and Learning, commonly known as OWL, is a nonprofit organization that helps individuals build skills, find employment, and move toward greater independence. The organization also operates several mission-aligned business divisions and works closely with employers, community partners, and donors.

The project began during a period of major transition. As OWL approached its 60th anniversary, the organization needed a refreshed identity and a stronger digital platform capable of representing both its history and its expanding future.

The work was introduced gradually as a coordinated campaign. It included a redesigned logo, an updated color palette, new visual standards, a 60th anniversary video, and a complete website rebuild. Each element was released in stages, allowing the organization to introduce the refreshed brand thoughtfully rather than treating the anniversary as a single short-term promotion.

I led the full creative and technical execution, including brand development, website strategy, information architecture, visual design, WordPress development, content planning, form workflows, launch preparation, and ongoing management.

The previous website had been built in Wix and no longer supported the complexity of the organization. Rather than migrate the existing structure, the new site was planned and built from the ground up in WordPress. This created a cleaner foundation for future programs, new content, staff updates, and ongoing technical development.

One of the central challenges was serving four very different audiences:

• Individuals seeking assistance, training, and employment opportunities
• Employers looking for qualified candidates
• Job seekers interested in employment through an OWL-operated company
• Businesses, donors, and partners looking to support or work with the organization

Instead of forcing each audience through the same path, the site used guided sections and audience-specific calls to action. Visitors could identify their needs early and move toward the most relevant programs, forms, resources, or business services.

The website was also designed for expansion. OWL was actively developing and introducing new programs during the rebuild, so the structure needed to accommodate future services without requiring another complete redesign. Related business divisions maintained their own identities and websites, but were represented through dedicated landing pages and clear navigation pathways that allowed OWL to introduce those services and hand visitors off appropriately.

The WordPress platform gave staff the ability to:

• Publish news and organizational updates
• Add success stories
• Maintain program information
• Update service pages
• Manage downloads and supporting resources
• Review form submissions
• Make routine content changes internally

Although the organization retained the ability to manage its own content, staff responsibilities often made regular website maintenance difficult. As an ongoing managed client, OWL frequently relies on our team to prepare and publish updates, maintain the platform, and keep the site current.

Form development became an important part of the project. Using Formidable Forms, I built both public-facing contact pathways and more advanced internal intake systems. Depending on a visitor’s responses, eligibility, requested service, or department, the forms could guide them into different workflows, collect the appropriate information, and notify the correct staff members.

The forms support:

• Conditional routing based on user selections
• Department-specific email notifications
• Structured database collection
• CSV exports
• Multi-stage intake processes
• Internal handling of personal and sensitive information

Because some of the workflows involve detailed or confidential information, the public experience was kept clear and approachable while the more complex routing occurred behind the scenes.

Search visibility was another primary objective. The new site included a clearer page structure, improved navigation, stronger program and service pages, location-aware content, metadata refinement, and broader technical search improvements.

Success stories became an important part of that strategy. Our team has returned to OWL multiple times to film participants, staff members, and program outcomes. Some stories began as video interviews and were then transcribed and developed into written articles. Others were created specifically for written publication.

The process often included:

• Interview planning and production
• On-location filming
• Video editing
• Transcript preparation
• Article writing and editing
• Photography and graphic support
• Search-focused page formatting
• Repurposing one story across multiple platforms

This allowed each production to serve more than one purpose. A single interview could become a video, a written success story, website content, social material, and supporting evidence of the organization’s impact.

The website also included Mailchimp newsletter integration. While exact figures were not available, the client reported a clear increase in newsletter subscriptions following the rebuild. The stronger audience pathways, visible signup opportunities, improved search presence, and more active content strategy all contributed to a more effective public-facing platform.

Donations were directed through PayPal, giving community supporters a straightforward way to contribute without adding unnecessary complexity to the site.

Since launch, OWL has remained an ongoing managed client. Continued work includes:

• WordPress infrastructure management
• Theme and plugin maintenance
• Security and technical updates
• Content publishing
• Form development and troubleshooting
• Search improvements
• Newsletter support
• Graphic design
• Photography
• Video production
• Success-story development
• Broader marketing assistance

The client was highly pleased with the completed brand launch, anniversary film, website, audience structure, and ability to manage content internally. The platform continues to function as a central point for program awareness, employer engagement, business inquiries, donor communication, and organizational storytelling.

This project demonstrates the ability to guide a nonprofit through a broad brand and digital transition while accounting for multiple audiences, expanding programs, complex intake needs, long-term content development, and ongoing technical management. The result was not simply a redesigned website, but a more structured and adaptable platform built to support OWL’s next chapter.