D O W N T O W N W O M E N ' S C E N T E R
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 of consultants to rebrand the Center, which involved redesigning the website from scratch with original copy and images shot specifically for marketing purposes.
I formatted over 40 individual webpages with custom code, designing unique graphics for each page using Adobe Creative Suite. 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.