VISUAL DESIGN  |  Case study with Hope Dental Clinic

hope family 2.png



Hope Dental Clinic provides services to people who do not have insurance or the means to pay for care.

The clinic had recently moved and become a separate entity from Union Gospel Mission, its previous home.

The website needed a redesign to support their new identity and strategic vision to engage with patients, volunteers and donors.

My role

Leading content strategy, revision and migration.

Back-end technical support for WordPress, set-up of staging environment, and pushing new site to live production.

Site visual design and layout, information architecture and navigation. Testing functionality of all site navigation.

Partner | Hope Dental

Tools & Methods

  • Pencil and paper

  • Sketch, Axure

  • WordPress / CSS

  • Content strategy

  • Stakeholder interviews

  • Co-creation workshop

  • Information architecture


Stakeholder interviews

Meetings with the executive director, director of development and clinic coordinator to understand:

  • Patient, volunteer and donor needs and questions

  • Strategic goals for the organization

  • Desired look/feel of site and brand assets


Content & migration to staging

Conducted audit and analysis of all existing site pages:

  • Assessed content for migration or deletion

  • Tracked needs for new content, including copy and images

  • Wrote / rewrote content across site for three personas


Visual design & CSS

Layout and design of 20+ webpages, photo selection and copywriting. Applied approach suited for informational websites as described by Ginny Redish in Letting Go of the Words.

Conducted co-creation workshop with stakeholders to plan site structure and content; created site map and home page comps.

Maintained custom CSS file and transitioned it to a new theme to preserve brand colors.


Initial site architecture and content planning

Comps for homepage.png

Home page comps for personas — patient, volunteer and donor

Full site map

The design incorporates paths for each type of user and directly connects them to answers for their questions.

Hope Dental’s strategic goals and new identity are reflected in the site design and content.


Home page - Before

Patient page - Before


Home page - After

Patient page - After

Donations page - Before

Donations page - After