Rise for Racial Justice

RFRJ was founded in 2020 and is a Non-Profit.

The founder wanted to improve her website and  establish her position as a non-profit in the racial literacy space. 

The Audit

The previous website was  word heavy with no supporting imagery. There was no clear positioning or mission statement. The CTA was not clear nor present enough.

The company’s products are training workshops in racial literacy.

Since the founder was not interested in raising money, a pitch deck was not required, but in order revamp her site, we still needed to build a brand and a brand strategy. 

Through multiple in-depth conservations we refined the mission and vision statements. This led us to understand exactly who her customers were. Not academics or corporations, but K-12 educators, parents, and teens. 

By establishing her differentiation and knowing her customer targets,  we had the information to redesign the site to make it less wordy, simpler to understand, and driven by value statements. 

The final step was to take this new simplified brand identity and carry it through her newsletter and social media presence.

Her measure of success was not about generating revenue but about booking workshops to educated teachers, parents, and teens on racial literacy.

The founder is so focused on her mission and vision that she has turned away potential customers. As a company, you do not have to take every client that comes your way.

A successful company accepts customers that are in line with its mission and brand identity.