National Employment
Law Project
Building a digital home for a movement, not just a mission
When an organization evolves, its website must keep up. New leadership, a refreshed brand, and an expanded vision must be reflected in a digital presence for the changes to fully reach the audience.
The National Employment Law Project (NELP) is a nonprofit fighting for workers' rights and a good-jobs economy. They needed a website that reflected their recent organizational transformation and gave their audiences new ways to engage with the work.
Their existing site had the content, but it was buried in jargon, scattered across campaigns, and disconnected from the updated brand and vision NELP had worked hard to define. Our partnership began with a digital strategy that carried their refreshed brand and content into a new site — one that communicated the importance of their mission in a compelling and cohesive way.
What we did
- Content strategy
- Information architecture
- SEO
- UX
- Visual design
- Website development
1%
increase in total sessions post-launch
1%
increase in views per session YoY
The focus
The project centered on closing the distance between who NELP had become and how the world encountered them online. Our goal was a site built around the good-jobs economy idea: one that made the mission immediately clear, genuinely universal, and easy to act on, so NELP's renewed identity finally had a digital home to match.
Our strategy
We started by helping NELP articulate what sits at the center of their work.
Defining the organizing idea. Through our discovery conversations, we identified the organizing idea of “good-jobs economy” behind everything NELP does: a vision of an economy that works for everyone, not a niche concern. We built the site around that phrase, anchoring it in the main navigation, so visitors connect to NELP's mission from the moment they arrive on the site, not after scrolling through it.
Simplifying the message. NELP's existing content was substantial but dense, written for insiders and scattered across campaigns that didn't invite a broader audience in. We transformed that content into clear issues pages written in accessible language, making it easier for visitors to understand and support the work while strengthening SEO in the process.
Making every page actionable. A mission-driven site should give every visitor something to do. We built an action center that consolidates every action NELP promotes, including a toggle for actions that take less than five minutes, then used CTA components to surface those opportunities consistently across the full site.
Designing for the brand they'd become. The new visual design reflects NELP's updated brand: clean lines, intuitive navigation, and imagery that represents the breadth of the people their work serves. The look and feel now matches the clarity of the mission.
The results
Loading
National Center for State Courts
