Vancouver’s Beauty Night Society, a non-profit organization now in its 15th year, provides makeovers and life skills programming to marginalized women. The group’s programs are run entirely by dedicated volunteers, which today number more than 400.
For years, Beauty Night’s administrators managed communications through a blog-type website and Facebook page. As the network of volunteers, recipients and donors grew, these communication tools fell behind the group’s expanding needs. They badly needed a proper website that gave them a platform to engage with its community and provide an administrative receptacle for many of the organization’s digital assets. A Red Rocket Creative staff member brought the project to the team and suggested we support the astonishing work founder Caroline MacGillivray and her dedicated volunteers were doing. In the end we all agreed to donate our time and expertise to help this worthwhile cause as part of our “Giving Back” initiative.
Following an orientation, which included attending at a Beauty Night event, our creative department identified four key goals for the new website: 1) attract long-term financial support, 2) improve general awareness of the group’s good work, 3) build a receptacle for story-telling (primarily video and media coverage) and 4) augment volunteer recruitment.
We chose a very simple, clean and almost invisible design style that reflected the society’s selfless efforts, also focusing users’ attention entirely on Beauty Night’s goals, purpose and amazing stories. The home page is dominated by positive imagery featuring smiles of both recipients and volunteers. Large icons direct users to donation and volunteer information, while “Beauty Night Stories” links to video profiles of women whose lives have dramatically improved through Beauty Night’s innovative programs.
The result is a humble yet compelling website that provides options, power and a better future for one of our city’s great charities.