Elevating Economic Justice: A Rebrand and Website Redesign for Springboard to Opportunities
When Springboard to Opportunities approached us for a rebrand and website redesign, we knew this was more than just a creative challenge—it was an opportunity to amplify the call for guaranteed income in the field of economic justice and the voices of Black mothers in Jackson, Mississippi.
Springboard to Opportunities is a nonprofit organization deeply committed to working alongside residents of federally subsidized housing as they pursue their dreams in school, work, and life. By connecting families to essential services, personalized coaching, and opportunities to build social capital, they foster futures that are not predestined by circumstances.
With this community-centered ethos at the heart of their work, Springboard wanted a refreshed identity that reflected their impact and helped expand their reach. They also wanted a website that centered around storytelling and put their strategic priorities front and center.
The Vision Behind the Rebrand
Springboard’s leadership envisioned a modern brand that not only increased recognition in their field but also communicated the breadth and depth of their impact. They wanted to highlight the power, wisdom, and resilience of the families they serve while ensuring that their website became a true reflection of their mission, work, and achievements.
After doing a deep dive into their brand identity, we landed on the decision to refine Springboard’s existing logo, enhance their visual identity with updated colors and type, create a library of high-quality photography, and launch a new website that honors their legacy while embracing a forward-looking orientation and aesthetic.
The Design Journey
Preserving Legacy While Innovating
Springboard’s original logo had strong recognition within the Jackson community and the economic justice arena more broadly, so rather than starting from scratch, we refined it. We streamlined the design to make it more adaptable across digital platforms while keeping its core essence intact.
To complement this updated logo, we expanded their color palette. Drawing inspiration from their mission and values, we paired their original “blue for blue skies and green for money” with a vibrant pink and a warm gold. These additional colors infuse the brand with energy and optimism, reflecting the spirit of the families they serve.
Grounding Design in Real Stories
A key highlight of the project was traveling to Jackson, Mississippi, to spend time with the families at the heart of Springboard’s work. For two days, we listened to stories, shared spaces, and captured authentic moments through photography. The resulting images became a cornerstone of the rebrand, showcasing Springboard mothers and children as change agents and thought partners who help drive the organization’s programming.
These photos serve a dual purpose: they humanize Springboard’s mission and demonstrate the transformative potential of community-driven initiatives broadly and guaranteed income specifically.
Building a Website That Reflects Impact
Springboard sought to create an online experience that captured the depth of the work they do every day as well as their vision for the future. To do this, we focused on connecting the design to their story, the stories of the families they serve directly, and their strategic priorities.
Old Springboard homepage banner and navigation
New Springboard homepage banner and navigation
User-Centric Design
We prioritized a clean, intuitive layout that ensures visitors—whether donors, partners, or residents—can easily find what they need. The navigation was streamlined to reflect their core priorities and initiatives, while the design incorporated bold imagery and testimonials to engage visitors from the moment they land on the site.
We also created intentional “throughlines” to take visitors across sections of the website so their inquiry journey felt organic and gave them opportunities to explore the same topic from multiple angles.
Visual Storytelling
The new website features a vibrant, expanded color palette and compelling photography that brings Springboard’s mission to life. Creative Director Russell Estes selected every image and designed every element to tell a story about the power of community-driven change.
We also created space for the video assets that Springboard has captured over the years to put mothers’ voices front and center in the work.
Permission to Brag on Themselves
One of the conclusions we drew during the process of creating Springboard’s brand identity brief was that the organization needed to toot their own horn a little louder. To accomplish this, we created a space for their latest blog posts on the home page, built out a page celebrating the many accomplishments of founder and CEO Aisha Nyandoro, and added a We Are/We Are Not section to the About Us page that makes clear their leadership role in the community and the larger national conversation.
Results That Speak Volumes
The rebrand and website redesign launched at a pivotal moment for Springboard to Opportunities. Shortly after the new site went live, Aisha was named to the 2024 TIME100 Next list, drawing new eyes and national attention to her visionary work with Springbroad. With their refreshed digital presence, Springboard was able to showcase their impact and sophistication to a broader audience, reinforcing their reputation as a leader in economic justice.
The feedback from the organization and their partners has been overwhelmingly positive. The updated brand resonates deeply with their community and supporters, while the website’s functionality and visual appeal have improved engagement across all platforms.
What We Learned
This project was a reminder of the power of design to amplify a mission. By listening to Springboard’s leadership, collaborating with their team, and immersing ourselves in the lives of the families they serve, we created a brand and website that genuinely reflect their values and impact.
We’re proud to have played a role in helping Springboard to Opportunities shine. Their work is a testament to what’s possible when organizations prioritize community voices and create pathways to opportunity.
Explore Springboard’s New Look
Visit Springboard to Opportunities to see their reimagined brand and website in action. Whether you’re a fellow nonprofit leader, a supporter of their mission, or simply someone who appreciates thoughtful design, we hope you’re as inspired as we are by their story.