As part of SoulRapha’s rebranding initiative, I led the creative direction for a full website redesign that better reflected the nonprofit’s mission of restoring dignity and connection to nursing home residents. I designed the site using Squarespace with custom code, achieving a clean, modern aesthetic that balanced warmth with trustworthiness.
Built using the StoryBrand framework, the new site served as both a storytelling platform and a strategic tool for outreach, donor engagement, and community participation. It featured a refreshed brand voice, updated visual identity, and clear pathways for involvement in key initiatives like Send a Smile.
A standout campaign integrated into the site was Send a Smile, a digital outreach initiative launched during the height of lockdown. I partnered with a video tech startup—originally built for corporate UGC—and became their first nonprofit client to pilot two-way video messaging between residents and supporters. This collaboration eventually sparked the creation of a new nonprofit division within the tech company.
In addition to site design and campaign strategy, I directed the integration of impact storytelling, donor communications, and video content—contributing to SoulRapha’s most successful fundraising effort to date, raising $20K in just 24 hours.
