Maryland Reentry Center
Brand Identity | Web Design | Content Strategy
The Brief
Maryland Reentry Center came to us at a turning point. The organization had been quietly doing transformative work, supporting formerly incarcerated individuals as they rebuilt their lives and reestablished themselves in their communities. But their brand was not keeping pace with the impact they were making. Their visual identity felt disconnected from the dignity of their mission, their website was difficult to navigate on mobile, and their social media presence lacked the consistency needed to build lasting community trust.
The ask was clear: build a brand that opens doors. One that earns trust before a single word is read, communicates purpose without apology, and gives the people they serve a reason to believe that help is really here.
Service: UX Research and Discovery, Brand Identity and Visual System, Web Design and Development, Content Strategy, Social Media Management and Content Creation, Marketing Roadmap
Client: Maryland Reentry Center
Role: UX Researcher & Brand Strategist
The Approach
The engagement began with a deep discovery process to understand who Maryland Reentry Center serves, what those individuals need to feel when they encounter the brand, and how the organization wants to be perceived by the broader community.
Discovery surfaced clear priorities: improve the site's visual design for a modern, user-friendly experience; embed the ability for people to donate and become sponsors directly on the site; increase visibility for events and services so the community stays up to date; and ensure the website reflects the organization's mission and values while remaining accessible to all users.
It also surfaced exactly where the existing site was failing. The design was outdated with a confusing, cluttered navigation structure that buried important pages deep in the site. There was no donation or event management functionality, limiting the organization's ability to reach its goals, and the site wasn't optimized for mobile, making it difficult for visitors to access on phones or tablets. Content management issues made it hard to keep information current, and slow load times drove visitors away before they found what they needed. Inconsistent branding across the site created confusion and undermined credibility.
From there, the work expanded across every touchpoint. Brand identity was developed from the ground up, including a refreshed visual system, color strategy, and typography framework rooted in dignity, strength, and community. The website was redesigned with a mobile-first approach, restructuring content hierarchy to guide visitors clearly toward the resources and support they needed. A six-month content and engagement strategy was developed alongside the redesign to provide the organization with a sustainable path to grow its audience and increase event visibility. Social media content was created and managed across Instagram and Facebook, building a consistent brand voice and visual presence that connected with their community on a human level.
The Deliverables
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UX research and discovery, including stakeholder interviews and persona development.
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Brand identity refresh rooted in dignity, strength, and community
Website redesign with a mobile-first, accessibility-focused approach. -
Content hierarchy restructuring to guide visitors toward the resources they need.
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Six-month content and engagement strategy for sustained audience growth
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Social media content system across Instagram and Facebook for consistent brand voice
The Pain Points
Discovery surfaced exactly where the existing site was failing, before a single screen was redesigned:
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Outdated design and confusing navigation, with important pages buried deep in the site structure.
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No donation or event management functionality, limiting the organization's ability to reach its goals.
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Not optimized for mobile, making the site difficult to access on phones or tablets.
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Content management issues that made it hard to keep information current, plus slow load times that drove visitors away.
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Inconsistent branding across the site, creating confusion and undermining credibility.
The FEEDBACK
"Nakia did a good job getting to know the organization, creating our branding, websites, and increasing our social media outreach and engagement."
— Maryland Reentry Center
The RESULTS
Maryland Reentry Center's redesigned website reduced bounce rate by 15% and measurably improved overall site engagement, directly tied to the mobile-first restructuring and clearer content hierarchy built from what the discovery process uncovered. The visual identity now reflects the dignity of the organization's mission instead of working against it, and the accompanying content and engagement strategy gave the team a sustainable way to keep building trust with the community past launch. The brand finally communicates what the work has always been: real support, without apology.
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📉 15% reduction in bounce rate following the research-informed, mobile-first redesign.
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📱 Improved overall site engagement, driven by a content hierarchy restructured around what discovery revealed users actually needed.
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🤝 A visual identity that finally reflects the dignity of the organization's mission, replacing a brand that was working against the trust they'd already earned.
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🗓️ A 6-month content and engagement strategy delivered alongside the redesign, giving the organization a sustainable system for growing audience and event visibility long after launch.
