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Case Study: Our Minds Matter

  • Brand Strategy
  • Web Development
  • Website Management
  • Website Maintenance
  • Technical Documentation
  • Staff Training

About

Our Minds Matter (OMM) is working toward the day when no teen dies by suicide. OMM creates teen-led clubs in high schools and equips them with tools to discuss, manage, and improve their overall mental health.


As a nonprofit organization, they have been slowly growing their reach, funding, and expanding their team. After about 12 years of growth, they were able to hire myself and a few other key players to take on the large task of cleaning up their brand, website, and internal processes relating to design and communications. Prior to this year, these tasks were on the back burner and weren’t really anyone’s responsibility. It has been exciting to bring a fresh set of eyeballs and perspective to these important details, and give them life.

Goals & Objectives

  • Lead OMM Executive Leadership and other stakeholders in brand discovery conversations to develop a brand identity & strategy
  • Develop a comprehensive brand strategy, ensuring it is aligned with organization goals and audience needs
  • Conduct staff training on the new brand strategy to ensure consistent applications across organizational materials
  • Audit existing brand assets and design materials to identify gaps and areas for improvement
  • Update and refine high-priority assets on a rolling basis
  • Conduct a complete website audit to assess functionality, branding, consistency, and user experience
  • Design and support with rolling out the revised Club Portal by 2025-2026 school year
  • Collaborate with Program Leadership to improve UX with programmatic content
  • Develop a ranked list of high-to-low priority updates to guide website improvements
  • Design and rollout high-priority page improvements

Final Deliverables

  • Standard Operating Procedures (SOPs)
    • Website SOP
      • General SOP
      • User Roles
      • Testing Club Portal Data
      • Two Factor Authentication
    • Canva + Design SOP
      • Canva Brand Kit + Templates
    • File Naming & Organization SOP
  • Diagrams & Workflows
    • Design Request Workflow (Slack + Asana)
    • Tech Tree
    • Comms Plan
    • Brand & Website Refresh Plan
  • Brand Guidelines
    • Brand Strategy Guidelines
    • Brand Identity Guidelines
  • Staff Training (Live + Recorded)
  • Brand & Website Audits
    • Accessibility, UX, Speed, SEO, Content, Design, Comprehension
    • Discovery Sessions: Target Audiences, Brand Archetypes, etc.
  • Analytics Tracking & Analysis
    • Review of old tracking methods
    • Creation of new tracking methods based on team requests
    • Quarterly Website Reports (Presentation + Meeting)
  • User Experience Testing & Design
    • Staff & End User Surveys
  • Club Portal Revamp (WP + SF)
    • Refresh and re-upload of all Club Logos
    • Culling of users & quality control
    • Improved UI/UX for dashboard
    • Conducted surveys and feedback meetings from end users on initial design concepts
    • Club Onboarding email templates refresh

Visuals

Tools

WordPress

Salesforce.com logoA cloud computing company based in San Francisco, California, United States

Salesforce

Canva

Google Workspace

  • nonprofit, mental health, health & wellness
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Picture of Work by Rachel Zampino

Work by Rachel Zampino

Rachel is passionate about improving processes, training teams, and increasing efficiency across all digital touchpoints.

 

View her resume >> or reach out to her directly >>

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