The Downtown Women's Center is a nonprofit in downtown Los Angeles' Skid Row serving homeless and low-income women.

In 2014, I worked with a team from Window-In Consulting to rebrand the Center, which involved redesigning the website from scratch with original copy and images shot specifically for marketing purposes.


front-end development

I formatted over 40 individual webpages, designing unique graphics and buttons for each page to highlight the bright, airy imagery. The goal of the new site was to tell the story of the Center and its clients as succinctly and beautifully as possible.


copywriting: the challenge

The Downtown Women's Center has a wide range of programs for its clients. My challenge in copywriting for the website was simplifying descriptions to focus on the services provided and the impact on women's lives.

images + branding

Every image on the site aimed to capture the optimistic spirit of the Downtown Women's Center and reflect the values of the brand - empowerment, community, and dignity. Photography was shot by Erica Kawamoto Hsu.