A Modern Brand Refresh and Website Showcases Community Impact
Our Challenge
After 10 years of engaging communities, advocating for equity and funding critical work to support public schools in Metro Atlanta, RedefinED Atlanta was ready for a bold new chapter. RedefinED needed its website better to reflect the organization’s evolving identity and brand positioning. They also wanted the new site to inspire stakeholders and demonstrate RedefinED’s impact in the community. In addition, RedefinED requested a fresh new look that was modern, professional and inspired action.
Our Process
RedefinED outlined a four-month timeline to complete a full brand refresh and website build, so Barefoot PR streamlined its approach to address both at once. We began by creating three homepage mockups, each offering a different level of brand evolution: one that kept the existing color palette but updated the use of color blocking and graphics, one that introduced new patterns and shapes to reinvigorate the brand, and one that explored both new colors and typography. As we refined the mockups and finalized the refreshed brand, we moved directly into the website build while simultaneously developing the remaining collateral. This process consolidated two major deliverables and enabled us to complete the project on time.
Our Solution
The branding process resulted in a significant departure from the old brand identity, incorporating deep evergreen and light peach colors to enhance accessibility and expand the color palette, updating the typeface to a friendly sans-serif, and revising the capitalization of the organization in the mark to reduce confusion. The new brand incorporates exceptional photography of authentic Metro Atlanta students, teachers and classrooms to highlight impact storytelling.
The polished RedefinED Atlanta website leans into the new brand identity while showcasing community, impact and initiatives straight from the homepage. New school district hubs for Atlanta Public Schools and Clayton County Public Schools bring together data, stories and resources tailored to each district. We also incorporated a second website for the Atlanta Schools Data Project to simplify the user experience and establish RedefinED as an insight leader.
Key Highlights
- Revised colors and typography
- Easier digital accessibility compliance
- Website School District Hubs
- Consolidation of multiple websites
Our Solution
The branding process resulted in a significant departure from the old brand identity, incorporating deep evergreen and light peach colors to enhance accessibility and expand the color palette, updating the typeface to a friendly sans-serif, and revising the capitalization of the organization in the mark to reduce confusion. The new brand incorporates exceptional photography of authentic Metro Atlanta students, teachers and classrooms to highlight impact storytelling.
The polished RedefinED Atlanta website leans into the new brand identity while showcasing community, impact and initiatives straight from the homepage. New school district hubs for Atlanta Public Schools and Clayton County Public Schools bring together data, stories and resources tailored to each district. We also incorporated a second website for the Atlanta Schools Data Project to simplify the user experience and establish RedefinED as an insight leader.
Features
- Revised colors and typography
- Easier digital accessibility compliance
- Website School District Hubs
- Consolidation of multiple websites
Results
Website traffic results are for two months following site launch, starting after the November 2025 elections which resulted in abnormally elevated traffic. All major usage stats were trending far ahead the same time in the year prior.
320% Increase in users
155% Increase in page views
211% Increase in Atlanta School Data Project viewers
Meet the Project Leads
Jinha Servais
Director of Design
Mayte Porragas Paseiro
Senior Web Design Specialist
Tara Riseley
Senior Design Specialist
