williamsworks
Strategic redesign elevated social impact consultancy's digital presence
Social Good | Non Profit | Website Redesign
Overview
Redesigned the marketing website for williamsworks (ww), a strategic advisory firm for social impact orgs. Focused on improving clarity, credibility, and storytelling through modern UX patterns and modular layouts. Final designs were implemented in 2022 and continue to support the brand’s digital presence.
Categories
Social Good | Non Profit | Website Redesign | Content Strategy
Timeline
One Month
Client
CRO:NYX
Role
Lead UX & Visual Designer
Context
Approach
Tools: Figma, Wix, G Suite.
Original Site:
My Role
Process
Audit & discovery
Identified navigation friction and visual inconsistencies
Researched peer orgs and the digital landscape for social impact strategy firms
Worked with internal team to prioritize core messaging
Design & UX
Built updated wireframes for homepage, About, Team, and project overview pages
Created modular design blocks for quotes, services, client stories, and calls to action
Applied a calming, warm design language that emphasized approachability and purpose
Handoff & Implementation
Delivered clean, annotated Figma files and specs
Collaborated through QA and feedback cycles to support accurate implementation
Launched final designs
Ideation
To immerse myself in williamsworks' identity, I examined their current style guide, which includes typography, color, and imagery. This will enable me to make usability changes while maintaining their aesthetic.
Mid-fi Wireframes
Outcome
A fully redesigned and launched website that better communicates the scope and spirit of williamsworks
Increased clarity in page flow and messaging hierarchy
Strengthened the firm's visual credibility with both prospective clients and partners
Positive feedback from the internal team and external collaborators on usability and tone
Key Takeaways
Never design without content
This project showed me how even small shifts in structure and tone can dramatically improve how a mission is received. It was deeply rewarding to help elevate a team that supports global equity, advocacy, and resilience.
