Case Study
How Minerva BC evolved its brand and website to grow program registration and audience engagement
Project snapshot
About
Minerva BC is a non-profit organization committed to advancing equity and inclusion through leadership programs for women and girls across British Columbia. Their mentorship, training, and leadership development initiatives support youth, emerging professionals, and established leaders as they grow into their full potential.
Industry
Timeline
Ongoing
Engagement Type
Primary objective
Minerva needed a refreshed brand and elevated digital presence to clearly communicate its programs and mission, engage multiple audiences, and simplify internal content management.
Key Outcomes
- Brand and website redesign clarified programs, mission, and audience paths
- Multi-audience UX ensures youth, professionals, and partners all feel included
- A multi-level brand system for the parent brand and flagship programs
- Comprehensive social media strategy with clear KPIs and overflow execution support
The TLDR
As Minerva continued to grow, their brand and messaging no longer fully reflected the depth and impact of their work. This diluted their key offerings and made it more difficult for audiences to clearly connect with and rally behind their mission.
The Challenge
Minerva needed to align a growing mission, multiple audiences, and internal constraints within one cohesive brand and digital experience. As the organization evolved, their existing visual foundation was no longer keeping up.
-
With three primary audience groups, Minerva needed clearer, more intentional messaging to ensure each group could quickly understand the programs and pathways most relevant to them.
-
Multiple websites, along with multiple applications of how the brand appeared was disorganized, and created confusion across key touchpoints.
-
Existing content workflows made it difficult for the internal team to efficiently update and manage website content, limiting agility and responsiveness.
-
Like many non-profits, Minerva was balancing multiple priorities with a lean team and needed a trusted strategic partner to help bridge capacity and knowledge gaps.
The STrategy
Our strategy focused on strengthening brand clarity, simplifying user journeys, and implementing a flexible WordPress CMS that could scale alongside Minerva’s continued growth.
-
The visual identity and messaging were refined to more clearly reflect Minerva’s mission and values, creating a cohesive foundation that resonates across their diverse audiences.
-
User journeys were restructured around the needs of Minerva’s key audiences, making it easier for each group to quickly find relevant programs and next steps.
-
WordPress best practices were implemented to create an accessible, flexible platform that enables the Minerva team to easily manage, update, and expand content over time.
-
Core messaging and page structures were streamlined to reduce friction and help users more quickly understand Minerva’s offerings and confidently take the next step.
The Outcome
Minerva now has a modern brand and accessible digital foundation designed to support continued growth and stronger engagement across their diverse audiences. The partnership has since continued through ongoing social support.
-
These social statistics highlight how the content is connecting with their audience, while also growing their reach and influence.
-
The new digital experience meets modern accessibility standards across the site.
project outcome
-
Rebrand
A modern evolution of their brand to elevate the overall brand feel
-
New Custom WordPress Website
simplifying the user experience
-
Social media
social content connecting with their audience and growing their reach
In the client’s words
Our key decisions and rationale
-
Rather than fragmenting the brand, the structure was designed to clearly support Minerva’s distinct audiences within one cohesive experience, strengthening recognition while improving usability.
-
Program architecture was reorganized from the audience perspective, making it easier for users to quickly understand pathways, offerings, and next steps.
-
A tailored WordPress solution was selected to give the Minerva team greater control, reduce reliance on developers, and support future growth without unnecessary complexity.
-
Accessibility was embedded from the outset, ensuring the digital experience is inclusive, compliant, and usable for the widest possible audience.
-
The refreshed visual system was crafted to feel both approachable and credible, reflecting Minerva’s supportive community while reinforcing its leadership position.
Next Steps
Ready to clarify your next chapter?
Let’s explore how thoughtful strategy and design can support your organization’s next phase of growth.
Learn About Strategic Consulting
Explore how our strategic consulting offering helps leadership teams clarify priorities, align brand and digital decisions, and drive measurable impact.
