The Lovejoy Foundation

Modernizing Mission Infrastructure

Role: Volunteer Creative & Brand Director
Timeline: 6 monts
Moment: Rebuilding the foundation for growth and impact

As Volunteer Creative & Brand Director for The Lovejoy Foundation, I took on a comprehensive overhaul of the organization’s visual identity, online presence, and operational efficiency—so the mission could scale with clearer storytelling, stronger supporter engagement, and smoother internal systems.

This work wasn’t about aesthetics for aesthetics’ sake. It was about building trust, making it easier for people to support the mission, and giving the team better tools so more energy could go where it matters most: animal rescue.

What I Did

• Led a full visual identity refresh, including a modernized logo system

• Updated the logo with vibrant, contemporary color and a cleaner aesthetic—creating a stronger, more recognizable symbol of the foundation’s commitment to every animal’s welfare

• Redesigned the website to better tell the story, guide supporters, and improve usability

• Wrote all website copy, ensuring the mission and values were communicated clearly, authentically, and consistently

• Implemented seamless online donations, unlocking an easier way for supporters to contribute digitally

• Provided operational support to improve internal efficiency—refining workflows and implementing digital communication tools

The Challenge

• A legacy brand and website that didn’t fully reflect the heart, credibility, and urgency of the work

• Limited digital infrastructure to convert supporter interest into action (especially donations)

• Operational complexity typical of nonprofits—where time and resources are stretched thin

• The need to improve systems without losing the soul of the organization

The Outcome

• A refreshed, contemporary identity anchored by a stronger logo system

• A redesigned website that functions as both an informative hub and a supporter pathway

• Clear, mission-aligned copy that builds trust and makes the foundation’s impact easy to understand

• A streamlined online donation experience that supports digital fundraising

• Operational improvements that reduce friction and help the organization focus more resources on rescue work

Why It Matters

This project is a reflection of how I lead in mission-driven environments: combining creative direction, content strategy, and operational structure to strengthen real-world impact. By modernizing the brand, improving online accessibility, and streamlining workflows, I helped equip The Lovejoy Foundation with tools to broaden reach, deepen community support, and ultimately save more lives.