GROUNDWORK MOBILE COUNTY
As the lead designer and strategist for Groundwork Mobile County, I helped reshape how the organization tells its story — from a complete website overhaul to content strategy, visual identity updates, and SEO structure. Tasked with translating their on-the-ground work into a compelling digital platform, I created a site that clearly communicates their mission, showcases local impact, and supports donor and partner engagement. Every section was rebuilt from scratch to reflect the grassroots energy of the work and the national standards of the Groundwork USA network.
The Challenge
Groundwork Mobile County needed a refreshed online presence that honored the legacy of communities like Africatown and Prichard while aligning with the broader Groundwork USA network. Their original brand lacked a cohesive voice, clear structure, and the visual clarity needed to reflect the scope and spirit of their work. The previous website made it difficult for users to understand what Groundwork Mobile County does, where they work, or how to support.
After the relaunch, the site received direct praise from Groundwork USA, with multiple team members calling it the best site in the entire network. National feedback highlighted the site’s strong storytelling, clean user experience, and modern visual design — all while staying true to the Groundwork brand.
What I Did
- Designed and developed a new website from the ground up with a modern layout, optimized for both storytelling and functionality.
- Rewrote all content to highlight community impact, clarify programs, and elevate place-based narratives across Africatown, Prichard, and Southside Mobile.
- Created an interactive “Where We Work” map to visually connect focus areas to specific initiatives.
- Built a clean backend structure for easy edits, project expansion, and SEO growth.
- Developed sections for partner visibility, program descriptions, donation funnels, and compliance pages like accessibility and privacy.
- Integrated language and design that reflects both the local soul and national credibility of Groundwork’s mission.
The Impact
- Transformed the organization’s storytelling, allowing community members, donors, and national partners to immediately understand what Groundwork Mobile County does and why it matters.
- Streamlined program presentation into clear, focused impact areas — improving both clarity and credibility.
- Increased visibility and funding potential through stronger positioning, updated SEO structure, and donor-facing content.
- Unified local work with national branding, helping Groundwork Mobile County stand out within the Groundwork USA network.
- Created a scalable platform the team can continue to grow as programs expand and community projects evolve.
