ACT3
ACT3 Ministry exists to empower and encourage those in the 3rd stage of life; the generation that has experienced retirement and now ready to pursue a new beginning. The ministry offers community and support on how one might discover their calling and help churches and individuals make an impact in the world around them.
ACT3 approached me with the request to redesign their website and branding.
ACT3 approached me with the request to redesign their website and branding.
My Role
Web & Brand Designer
Duration
Dec 2024 - Jan 2025
Technologies
Webflow / Figma / Illustrator
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Goal
Career Confidence has been around for more than a decade and needed a website presence that attracts today’s audience, conveys its success, value and professionalism.
View Final WorkGoal
ACT3 needed a website with strong messaging, clear target audience and tells a story of how they have been able to make a difference through images, testimonials and effective layouts.
The Brand
ACT3 collaborated with Juxt Marketing to identify and understand their Brand Archetypes. Using Juxt's suggestions, we developed a color palette that aligned with these brand personalities.
Initially, we explored several palettes with a strong focus on earth tones as was the suggestion from JUXT. However, the ACT3 team expressed a preference for keeping blue as their primary color. We ultimately created a palette that not only honored the brand personalities but also resonated with the team's vision.
Initially, we explored several palettes with a strong focus on earth tones as was the suggestion from JUXT. However, the ACT3 team expressed a preference for keeping blue as their primary color. We ultimately created a palette that not only honored the brand personalities but also resonated with the team's vision.
Brand Archetypes
Sage | Caretaker | Creator
Target Audience
Churches and individual third stagers
Conveys
Professionalism
Trustworthiness
Hope
Warmth
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Primary
#f6f5ef
Background
#c17a5e
Accent
#e4c6bb
Accent
#cfb59e
Button
#acb3bc
Accent
Typography
Libre Caslon Text presented a classic timeless feel for our target audience; 3rd stagers. Roboto was selected as an ideal body text as it is easy to read, straightfoward and simple enough to allow our heading text to shine.
Heading and Subtitles: Libre Caslon Text
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Body Text: Roboto
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Site Map
I explored every page of the website to understand the type of content and messaging that were included. Some information were placed in sections that were unconventional making it difficult for users to locate information in the appropriate locations. I came up with a site map to organize content to make messaging clearer.
Identity
While Career Confidence welcomes anyone who is looking for employment, their main target audience are the following
- Those who have been in the work force for many years and have been laid off
- Those looking for federal employment
After a talk through of my client’s design brief, I learned that the founder desired a website with the following look and feel:
- Clean
- Simple
- Spacious
Wanting to communicate:
- Professionalism
- Trustworthiness
- Positivity
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Mood Board
I gathered images that were related to work, in environments that reflected organization and lots of white space. The base colors stemmed from their two logo colors; navy and mustard. I came away extracting black, warm colors and neutrals from the images in the moodboard. The strong contrast between black and white also added a sense of professionalism and clarity.
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