Established in 1992, Central Care Mission is a faith-based and science driven residential life skills center on the shores of Lake Mann in Orlando, FL. This non-profit organization serves men battling homelessness, addiction and crisis, by helping them transform their lives.
They came to us to revamp their existing, very outdated website, in order to meet insurance compliance and better reach both their client and donor bases in a compelling way.
To do this, we developed not only a new aesthetic plan for the site, but also wrote all new copy for them in a clearer voice, based on their existing site and compliance documentation. We clearly defined who each page of the site was speaking to, and tailored the messaging to that audience. The new voice used much less jargon, and was warm and welcoming.
Our overall goals were:
- Clarify the messaging into concise sections that were easily read on mobile devices – we built it for skimmers.
- Modernize the back-end for easier expansion and updates going forward
- Take a mobile first approach to the overall UX/UI
- Utilize social proof using existing video testimonials and genuine feedback
The visuals were based off of their existing social media imagery, which conveyed the warm and welcoming voice so well already. We supplemented these images with stock photography to enhance the outdoor aesthetic, and to fill out the site’s needs.
Colors were pulled from these images to create a strong, masculine palette that expressly worked for digital media while coordinating with their existing branding. A series of icons and a repeat pattern based on topographic maps reflected the healing annual camping trips that are a core tenet of their work, and threaded it throughout the site.
Existing social proof was integrated throughout the site to show the success of CCM in a truly authentic way. Iconography and crisp graphics help to drive the mission home to supporters.
Additionally, we created a sub website for the new Compassion Corner organization under the Central Care Mission umbrella. It utilized the same color palette with additional icons to share branding, but feel distinct in its messaging and imagery.
