Case Study
Building the Brand for the Next Generation of Leadership
Overview
I collaborated on front-end and UX work to support NationBuilder’s rebrand and leadership-focused initiatives across web, community, and storytelling.
Client
NationBuilder
Role
User Experience Designer, Front-end Developer, and Community Facilitator
Timeline
March 2017 – November 2017
Tools
HTML5, CSS3, JavaScript, Git, Jekyll, Sketch, Adobe Illustrator, Photoshop
Challenge
NationBuilder was evolving from a political campaign tool to a broader leadership platform. The company needed to communicate this shift through a bold new brand and a series of initiatives that emphasized real-world leadership, local community-building, and the stories of customers creating impact. My challenge was to bring this vision to life through cohesive, inspiring, and scalable digital experiences.
High-Level Goals:
Launch a unified rebrand that reflects NationBuilder’s commitment to modern leadership
Support the development of real-world leadership experiences through scalable digital tools
Share authentic stories from NationBuilder users around the world
Scope:
I was responsible for designing and developing digital experiences that supported the rebrand, elevated customer storytelling, and expanded NationBuilder’s leadership-focused community initiatives.
Constraints:
Tight timelines for the rebrand launch required close coordination with design, engineering, and content teams. All work had to integrate seamlessly with NationBuilder’s existing CMS and codebase while maintaining brand integrity and performance.
Approach
I contributed design and front-end development across key initiatives that brought NationBuilder’s leadership-focused brand strategy to life online and in person.
Rebrand Rollout
I worked closely with the internal design and engineering teams to implement the new brand identity across NationBuilder.com and related digital properties. This included updating global styles, page templates, navigation patterns, and interactive components. I also designed and built the Brand Resources page to help internal and external stakeholders apply the brand consistently.
NationBuilder Stories
NationBuilder software was designed to meet the needs of political campaigns, nonprofits and anyone with the goal of reaching and organizing large groups of people. As the primary developer for the Stories section of the website, I built flexible components and responsive layouts to showcase the diverse leaders using NationBuilder. The system emphasized clarity, impact, and ease of publishing, enabling the marketing team to grow the library of stories without additional development work.
City Chapters
To support NationBuilder’s vision of connecting leaders offline, I helped launch NationBuilder Cities. I created a templated web experience for local facilitators to start regional chapters. I also co-led and hosted NYC meetups, building community and gathering feedback directly from users.
Women’s Leadership Conference
For NationBuilder’s first Women’s Leadership Conference, I developed the event website, managed web logistics, and contributed to programming. I facilitated a collaborative textile installation and gave a talk on the cultural significance of textiles in women’s history, connecting analog storytelling to the digital mission.
Outcome
The rebrand launched on schedule with a consistent, modern digital presence that helped reposition NationBuilder as a platform for leadership. New content hubs, community initiatives, and event-driven experiences created deeper engagement and stronger brand alignment. My work contributed to a more unified and inspiring user experience that reflected NationBuilder’s evolving mission.