The goal was to create a conversion-driven website that felt clear, energetic, and aligned with the organization’s mission. The platform needed to streamline user journeys, integrate essential features like newsletter signups and volunteer intake, and provide visibility for programs such as their podcast. Beyond the website, the aim was to equip the team with practical tools for consistent outreach. The overall system needed to balance polish with accessibility, empowering the internal team to manage and expand it independently.

I designed and developed a modular Squarespace site optimized for clarity, accessibility, and long-term flexibility. Navigation was simplified, calls-to-action were clarified, and key engagement points were integrated directly into the user flow. I extended the refreshed visual system into 12 adaptable Canva templates spanning print and digital formats, giving the team flexible tools for community engagement and recruitment. Finally, I created a concise set of brand identity guidelines covering typography, color, voice, imagery, and layout principles to ensure cohesion across future campaigns and partnerships. The result is a durable digital foundation that supports Flatbush Cats’ continued growth.