Our Minds Matter | Youth Mental Health Nonprofit Case Study

1. Brand Strategy & Discovery

I led executive leadership and stakeholders through comprehensive brand discovery sessions to define brand archetypes, target audiences, and core messaging. This collaborative process resulted in complete Brand Strategy and Brand Identity Guidelines that provide a north star for all organizational communications.

Key deliverables:

• Brand discovery sessions with executive leadership on target audiences and brand archetypes
• Comprehensive Brand Strategy Guidelines document
• Brand Identity Guidelines for consistent visual application
• Complete brand and website audit (accessibility, UX, speed, SEO, content, design, comprehension)
• Live and recorded staff training on brand strategy

2. Systems & Documentation

One of the biggest challenges was the lack of documented processes. I created comprehensive Standard Operating Procedures (SOPs), workflow diagrams, and training materials to empower the team and ensure consistency as the organization scales.

• Website SOPs: General procedures, user roles, testing Club Portal data, two-factor authentication
• Canva + Design SOP: Brand kit, templates, and design request workflows
• File Naming & Organization SOP: Standardized conventions for digital asset management
• Workflow Diagrams: Design request workflow (Slack + Asana), tech tree, communications plan, brand & website refresh plan

3. Club Portal Redesign (WordPress + Salesforce)

The Club Portal is the heart of OMM’s program delivery—where teen club leaders access resources, track activities, and connect with the broader network. I completely overhauled the UX, conducted user testing with both staff and students, and prepared it for the 2025-2026 school year launch.

Features included:

• Refresh and re-upload of all club logos for visual consistency
• User database cleanup and quality control
• Improved dashboard UI/UX based on end-user feedback
• Staff and end-user surveys to validate design concepts
• Refreshed club onboarding email templates
• WordPress + Salesforce integration optimization

4. Analytics & Performance Tracking

I reviewed existing tracking methods, created new analytics systems based on team needs, and established quarterly reporting to inform strategic decisions. This data-driven approach helps OMM measure impact and optimize their programs.

Content deliverables:

• Review and improvement of existing analytics tracking methods
• Creation of new tracking methods based on organizational priorities
• Quarterly website performance reports with presentation and leadership meetings

5. Ongoing Strategic Partnership

This isn’t a one-and-done project—it’s an ongoing strategic partnership. I work closely with OMM’s program leadership to continuously improve UX with programmatic content, prioritize website updates, and roll out high-priority improvements on a rolling basis.

Results:

✓ Documented processes — Created comprehensive SOPs that empower staff and ensure consistency

✓ Brand clarity — Established cohesive brand strategy after 12 years of organic growth

✓ Improved UX — Club Portal redesign based on actual user feedback and testing

✓ Team empowerment — Staff training enables sustainable, long-term success

✓ Data-driven decisions — Quarterly analytics inform strategic priorities