Golden Rule ReEntry (GRR) is a nonprofit dedicated to supporting formerly incarcerated individuals by providing transitional housing, job support, and a sense of community and hope. The organization also works closely with agencies, law enforcement, and funders. GRR needed a redesigned website and visual identity that would help build trust, communicate legitimacy, and make it easier for both clients and donors to engage.
Project Goals
Primary Goals:
• Strengthen GRR’s brand consistency across digital platforms
• Help clients understand:
› Who we are
› What we offer
› How we help
› What’s happening at GRR
• Increase donor engagement through an improved donation experience
• Clearly communicate legitimacy to funders, agencies, and law enforcement
• Inspire hope and increase access to services for the formerly incarcerated
Secondary Goals:
• Grow GRR’s email subscriber list
• Attract volunteers
• Provide accessible resources for those who may not directly engage
My Approach
1. Discovery
• Conducted a competitive analysis of similar support organizations
• Audited GRR’s existing Weebly site for design inconsistencies, accessibility issues, and redundant content
2. Brand Strategy & Design Foundations
• Led the founder through a brand questionnaire to clarify purpose, values, and positioning
• Refined existing brand colors to be more accessible and more complementary
• Developed typography and layout choices to evoke professionalism and warmth
3. Design & Development
• Created wireframes that simplified content and improved navigation flow
• Built a responsive 5-page Wix Website
› Home
› About
› About
› Services
› Resources
› Donating
• Developed a comprehensive style guide for consistency in future updates
Impact
The redesigned website makes it significantly easier for individuals to understand what Golden Rule ReEntry offers and how to get involved. Clearer navigation and messaging guide visitors through the organization’s mission, services, and ways to engage—whether seeking support or offering it. Donors now experience a frictionless and trustworthy giving process, with multiple donation options including real estate contributions and round-up programs. Additionally, the site now prominently displays GRR’s certifications and credentials, helping agencies, funders, and law enforcement partners quickly recognize the organization’s legitimacy and evidence-based approach, ultimately strengthening opportunities for collaboration.
