Alano Club re-brand and website re-design
Leading a comprehensive rebrand and website redesign for a local Alano Club to create a more welcoming digital presence while improving functionality for this recovery community.
Note: This project is currently in progress.
The challenge
The Alano Club needed a cohesive brand identity and modern website that would:
- Reflect the community's values with a warm, welcoming presence
- Improve access to critical information like meeting schedules
- Modernize the organization's visual identity Enable easier donations and membership management
- Create a scalable digital foundation
My role on the project
As co-leader and design lead, I'm responsible for:
- Brand identity development and visual direction
- Website UX strategy and implementation planning
- Stakeholder management and board presentations
- Technical strategy and platform selection
- Project planning and execution
Brand Essence
At its core, Suburban North Alano Club is a sanctuary.
Rooted in the values of community, care, and quiet transformation, the Club is more than just a physical space—it’s a place for healing. A home for the weary. A circle around the fire. A return to self.
Suburban North Alano Club is built for the seekers, the exhausted, the brave souls choosing recovery, and the quiet rebels choosing to live with intention. It stands as a warm, steady light in the suburban landscape—a place where authenticity, belonging, and wisdom are not just welcomed, but honored.
Brand Concept Moodboards
When branding the Alano Club, I researched archetypes and similar organizations, then identified key attributes that would connect with both current members and newcomers. This work led us to the "Sage/Guide" archetype—positioning the club as a trusted, wise presence helping others find their path.
I presented 3 themes for selection to establish a visual direction for the new brand identity design and website redesign project.
Brand Applications
Key Contribution
This project demonstrates my ability to lead complex redesign efforts, balance stakeholder needs, and create thoughtful design solutions for community-focused organizations.
Brand identity development
I conducted thorough research to establish a solid foundation:
- Explored brand archetypes to define the organization’s identity
- With the help of ChatGPT, I developed three distinct visual directions: Soul Motel, Suburban Sage, and Fireside Guide
- Created visual moodboards for each concept
- Designed a comprehensive brand system including logo variations, color palette, typography, and patterns
Website strategy
The website redesign focuses on key user needs:
- Integration with the AA Meeting Finder for simplified meeting discovery
- Intuitive information architecture for newcomers and existing members
- Mobile-optimized responsive design
- WordPress with Elementor for sustainable, volunteer-friendly maintenance
- Phased implementation: core site with meeting finder (Phase 1), followed by donation/membership management (Phase 2)
Stakeholder management
Successfully guiding this volunteer-led project by:
- Creating comprehensive board presentations for project approval
- Facilitating collaborative decision-making
- Providing expert guidance while respecting community input
- Developing a realistic timeline and budget for a non-profit context
- Designing a database to make financial and member tracking more efficient