Rooted in Hope nonprofit event landing page

Project overview

Rooted in Hope is a fictional spring fundraising event for a Jacksonville nonprofit that supports neighborhood gardens, youth education and fresh-food access. I designed the landing page to balance joy and urgency: the event feels celebratory, while the mission and practical ways to help remain easy to find.

The visual direction combines fresh greens, coral, sky blue and sunny yellow with hand-drawn plant forms. A distinct Fraunces and Atkinson Hyperlegible type system gives the campaign its own identity while keeping long-form nonprofit content comfortable to read.

What I created and directed

• Created a fictional nonprofit identity, spring-benefit concept and complete event narrative.
• Structured the page around mission, measurable impact, event schedule, tickets, volunteering and partnership opportunities.
• Directed an AI coding agent to produce custom botanical artwork rather than relying on stock illustrations.
• Defined and tested an interactive demo ticket selector with ticket tiers, guest quantity, an optional seed gift and a dynamically calculated total.
• Directed and reviewed a responsive hamburger menu and mobile layouts for every campaign section.
• Clearly marked the concept and ticket flow as a demonstration so visitors are never led to believe a real donation or payment is being collected.

Accessibility and testing

I reviewed the page with a screen reader and tested its semantic landmarks, descriptive labels, keyboard-operable form controls, visible contrast and highly legible body typeface. The information hierarchy keeps the mission, event facts and participation options understandable without relying on the decorative plant artwork.

What this project demonstrates

This project shows nonprofit campaign strategy as well as visual range. It connects organizational purpose to concrete outcomes, makes several forms of participation visible, and carries a distinctive spring-growth concept through responsive design and interaction without resembling the Tide & Toast site.