Marketing Website for Ocean Sciences Focused Non-Profit

A non-profit organization that facilitates multisector collaborations to advance responsible and effective ocean-based climate solutions. The organization brings together scientists, policymakers, industry leaders, and communities to develop and implement innovative approaches to addressing climate change through ocean conservation and restoration.

The existing website failed to effectively communicate the organization's mission and impact to key stakeholders:

• Goals and accomplishments were not clearly highlighted, making it difficult for visitors to understand the organization's value and impact
• Excessively text-heavy presentation lacked visual engagement, reducing visitor interest and comprehension
• Inconsistent navigation patterns caused important information to get lost, frustrating users seeking specific program details
• Poor UI patterns created confusion and reduced the effectiveness of calls-to-action
• Outdated footer and sitemap structure negatively impacted SEO rankings and organic discoverability
• Brand design tokens were not integrated into the digital experience, creating disconnect between visual identity and web presence

Executed a phased website redesign that evolved from targeted optimizations to a complete visual overhaul:

Restructured content to clearly highlight the organization's goals, accomplishments, and examples of work. Introduced visual elements throughout the site to break up text-heavy sections and create more engaging storytelling around ocean-based climate initiatives.

Fixed inconsistent navigation patterns that had caused important information to become buried. Redesigned UI patterns to create clear pathways for different stakeholder groups (researchers, policymakers, funders) to find relevant content efficiently.

Updated footer structure and sitemap to improve search engine rankings and organic discoverability. Created clearer site hierarchy that benefited both users and search engine crawlers.

Brought the organization's design tokens into the website, creating visual consistency across the digital experience. Integrated brand colors, typography systems, and visual identity elements to strengthen brand recognition and create cohesive user experience.

Transformed the website from a text-heavy information repository into a visually engaging platform that effectively showcases the organization's global efforts and impact. Improved navigation and SEO optimization increased content discoverability while design token integration strengthened brand identity and created a memorable digital experience for stakeholders worldwide.