Showcasing Purpose through Bold Design

UX/UI Design

Client: West End Strategy (WEST)

Agency: Do Big Things

Team Role: Lead Designer

West End Strategy partners with clients to achieve their advocacy, development and membership goals with work that impacts the lives of real people. This project presented an exciting challenge to visually represent their diverse work and unique organizational identity.


With a focus on showcasing their commitment to diverse social causes, I collaborated closely with the client during the discovery phase to brainstorm and map out the content for each page. We also considered updating their distinctive logo to a more conventional shape, but ultimately decided to retain the original logo.

Image from a brainstorming workshop showing post-it notes that list out content ideas for the site under sections called 'What we do', 'each service' and 'vibes'. Ideas include: message development, descriptions of each service and 'we punch above our weight'. Alternate logo variations brainstormed during a 2-hour session.

UX / Wireframing

Following in-depth discussions with the client, I crafted wireframes that set the stage for a bold website design. The design needed to harmoniously integrate WEST's distinctive logo and vibrant brand colors of red, black, and grey, ensuring that the site would clearly communicate their diverse range of advocacy work.

Before & After image of a wireframe next to the final page design


The final bold design resonated with the West End Strategy team, highlighting their unique approach to advocacy work.

WEST's website on a laptop in a business setting
WEST's website on a tablet, being held near a desk
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