New Hampshire | Brand and Website
Friends of Aine
Overview
Before redesigning the website, EVR Advertising helped the Friends of Aine Center for Grieving Children & Families define the heart of its brand by creating a compassionate foundation that informed the site’s messaging, user experience and visual direction.
Challenge/Objective
A Mission Too Important for a Complicated User Journey
As Friends of Aine’s programs, resources and community outreach expanded over the years, its brand and website evolved piece by piece over time. The organization had an incredible impact, but its digital experience no longer reflected the clarity and compassion at the center of its mission.
The original website had become difficult to navigate, challenging for visitors to move through intuitively and increasingly cumbersome for a small internal team to maintain. At the same time, the organization lacked a fully developed set of brand standards to guide messaging, visuals and future communications.
The goals were clear:
- Create a cohesive, compassionate brand identity
- Establish clear visual standards
- Develop unified messaging that allows families, volunteers, educators and donors to connect with a consistent, authentic voice
- Simplify website navigation and user journeys, while strengthening SEO
- Improve access to support resources and educational content
A full website audit uncovered opportunities to simplify architecture, consolidate content and create a clearer path forward for users and administrators alike.
Strategy
Phase One: Defining the Brand
Before redesigning the website, EVR focused on defining the Friends of Aine brand from the inside out.
EVR developed a comprehensive style guide that established:
- Logo usage and variations
- Typography hierarchy
- Brand color palette
- Illustration and graphic treatments
- Messaging tone and language standards
Because Friends of Aine supports grieving children and families, language mattered deeply. The messaging framework emphasized clear, compassionate communication, avoiding softened or minimizing phrases while helping the organization speak honestly and supportively about grief and healing.
The visual identity balanced warmth and professionalism through approachable typography, vibrant but calming colors and hand-drawn illustration elements that reflected the organization’s humanity and heart.
Phase Two: Reimagining the Website Experience
With the brand foundation established, EVR redesigned the website to bring that identity to life online.
The new site focused on creating a cleaner, more intuitive user experience with clearer pathways for families seeking support, educators looking for resources, volunteers wanting to get involved and donors supporting the mission. Just as importantly, the backend experience was simplified to make ongoing updates more manageable for the internal team.
Tactics
Brand Foundation & Style Guide
- Developed comprehensive brand standards and style guides
- Established logo systems, typography and color palettes
- Created messaging and language guidelines
- Developed scalable visual assets and illustration standards
Website Redesign & UX Improvements
- Redesigned the Friends of Aine website
- Reorganized navigation and site architecture
- Consolidated outdated and redundant pages
- Improved mobile responsiveness and accessibility
- Enhanced resource organization and user pathways
SEO & Digital Support
- Conducted a full website audit, improving metadata and heading structures
- Strengthened page hierarchy and SEO foundations
- Optimized Apple and Google Business profiles
- Conducted a social media audit and staff training
Results
A Brand Built for Connection
Friends of Aine now has a cohesive brand system that creates consistency across digital and community-facing communications while supporting future growth and outreach.
A Website That Feels More Human
The new Friends of Aine website delivers a cleaner, more compassionate and easier-to-navigate experience, helping visitors find support resources, educational materials and opportunities to engage without unnecessary friction.
Simpler Management Behind the Scenes
The redesigned backend also created a more manageable experience for the Friends of Aine team, simplifying updates and making the platform easier to maintain moving forward.
