Women Giving Back

Women Giving Back (WGB) is a 501c3 non-profit established in 2007. Its mission is to partner with homeless shelters and programs to provide clothing to women and children in crisis in the DC Metro Region at no cost. They are a volunteer organization and rely on donations of clothing, capital and volunteers.

In the rebranding, we had to make sure we were accessible to all of our targeted groups while communicating the mission. Through user testing, focus groups, and iterative design, I reworked the WGB brand into a design focused on more serious issues. The increase in need is a challenge to that demands an ever evolving viewpoint. We add new programs, sections, etc. monthly. It’s a vital living site. Previously the site focuses on success stories only. Today it is a working site that allows volunteers to access the new Volunteer Hub, the public to learn about donating clothing, corporations to create partnerships, and finally, allows donors to contribute capital. WGB has more than doubled in size, contributions, volunteers, and the number of women and children served since the rebranding.

It Starts With A Feeling

Due to the sensitive nature of WGB’s services, we’ve taken an empathetic approach showing hope and that the path to self sufficiency is absolutely doable. I add stories every month of women that have made it back. The website and messaging is always changing and evolving.

Understanding at a Glance

We utilize infographics and graphic stats so donors/partners can absorb the impact WGB has in a glance. This has been a very successful method of communication.

Designing for the future

I am currently redesigning WomenGivingBack.org from the ground up to improve usability, ease of access and to bring it into line with the charity’s new branding guidelines. Part of this is ensuring that not only is the site responsive, but that it scales appropriately in a manor that is easy to comprehend and navigate.


Business Cards

Cards, as well as donation boxes, brochures, the Annual Report, and Capital Campaign all follow my branding guidelines to ensure consistency of message.