Copy Direction, Writing • All Stars Website Redesign and Brand Guide
2015. The All Stars Project is a unique nonprofit. They use performance to teach essential life skills to inner-city kids. But the only thing that wasn't performing was their website. So I jumped at the chance to help.
All Stars is 100% privately funded — they don't take government money. Which means the website must be a lean, mean, donation-taking machine. Calls to action must be compelling, information must be inspiring, navigation must be clear. There's a lot at stake.
Before designing the site, we created a brand guide that oriented us throughout the process. And ensured consistency after delivery.
I ran interviews, research sessions, and client interactions, managed the copy team, and partnered with the art director on content strategy and creation.