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Pablo Studio partnered with Digital Leaders Now to deliver a full brand refresh and website redesign that finally gives one of Illinois' most impactful nonprofits the digital presence it has always deserved.
The goal was to clarify DLN's three-pillar ecosystem, unify their brand identity across every audience, and build a story-driven website that moves visitors from curiosity to action. Students and families to employers and funders, everyone has a pathway here.
Digital Leaders Now had six years of real impact behind them. 1,200+ students served, 96% program completion rates, a growing statewide presence. But their existing brand and website weren't telling that story. The site was high-level and program-focused without communicating the why behind the work or the ecosystem connecting it all.
The organization needed more than a refresh. They needed a clear strategic foundation: a brand voice, a visual identity, and a site architecture that could speak to multiple audiences simultaneously without losing clarity or community.
Pablo Studio led with strategy before touching a single design file. Working closely with DLN's brand strategist Leda Sanchez and the DLN marketing team, we conducted a deep discovery process. We mapped the three-pillar ecosystem, defined audience pathways, and established the brand voice that would guide every decision that followed.
Key work included:
- Full brand refresh: color palette evolution, typeface selection, and logo refinement with a complete family of lockups
- Brand voice and messaging framework, including bilingual copy direction
- Homepage wireframing and content hierarchy
- Section-by-section website copy across 14 pages
- Story-driven site architecture built around Education, Community, and Industry pillars
- Bilingual support integrated across all audience touchpoints
- SEO foundations aligned with DLN's program areas and target audiences
- A modern, flashy homepage designed to establish identity on first visit and convert across every audience type
