The Before-and-After Branding Journey of the WareHouse of Venice—And What You Can Learn From It
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Lauren Atherton
Does your day-to-day feel too busy? The accumulation of little tasks over the years has probably made your job harder, not easier.
That’s exactly where Debbie and Linda, the president and founder of the WareHouse of Venice, found themselves. Their after-school program in Venice, Florida, is a haven for middle and high school students seeking a safe place to spend their free time and build community.
Their program has a stellar reputation—their students are known as “the good kids” in the community. You know, the ones who earn scholarships and land local jobs quickly (I was that kid in my school, too!) They also offer discounts and local rewards for students staying drug-free, which is a favorite of students and local business owners alike.
Both the programs and reputation of the WareHouse of Venice were growing year over year—in spite of a website that held them back.
If they didn’t make a change, they risked burnout from being “on call” to answer questions at all hours of the day and weekend, missing out on funding opportunities, and struggling to engage families new to Venice. But after a strategic brand refresh and website overhaul, their nonprofit has not only grown donations but also freed up their precious time.
This is the story of how Debbie and Linda made it happen, with a little design help from HeartSpark. Keep reading to see how a refreshed brand can transform your nonprofit, too.
Stuck with an Outdated Website
Debbie and Linda have always led the WareHouse of Venice and their Drug-Free Youth program with passion and consistency. They’re very active in the community and often stop by Venice High School to engage with the students.
Venice attracts new families regularly, and many search for after-school programs like the WareHouse online even before they move to the neighborhood. For questions about Venice or how to get a student involved locally, Debbie and Linda are the perfect resources—they know just about everyone and every opportunity in the community!
But here’s the problem: the WareHouse’s website was built on Dreamweaver—and although it worked for them in the beginning, over time Debbie and Linda couldn’t access or update web pages without a developer. They were stuck with the site in its 2005 state without an easy way to update info, which left them fielding every call about basic program details that should have been easily found online.
Instead of sending parents or students to their website, they started sending them to their Facebook page—another band-aid solution that eventually fizzled out as their student audience slowly moved off the platform. At that point, their funding had also flatlined, and they were missing out on new opportunities simply because their website didn’t reflect the amazing work they were doing.
Worse yet, the website’s design led to confusion. Some people thought the WareHouse was literally a shipping warehouse, not a safe, vibrant space for teens.
Getting a Website Wake-Up Call
The catalyst for change came when a grant coordinator bluntly told Debbie and Linda that their website “made her sad.” That comment hit hard. They realized their outdated online presence wasn’t just an inconvenience; it was actively holding them back from securing funding. Ouch.
However, they were cautious. They had previously hired a marketing firm, paid a deposit, and then felt completely abandoned. That experience left them wary of trusting another vendor.
Fortunately, they reached out to trusted contacts at We Are For Good, who highly recommended working with me at HeartSpark. They were looking for a one-on-one partnership with a designer who would listen, provide personalized attention, and teach them how to manage their new website confidently.
And I’m so glad they trusted me with their brand and website!
The Solution: The Brand Level-Up
Over the course of a few months, we got to work with Debbie and Linda to level up the WareHouse’s brand, taking it from meh to memorable in a way that felt 100% true to the brilliant brand Debbie and Linda had built through their programs over the years. Here’s how it worked:
Step 1: Refreshing Their Visual Identity
We began by analyzing their existing logo and visual branding. Their logo, designed by Linda’s son, held sentimental value, so we kept recognizable elements for continuity. But there was one thing we couldn’t overlook: the font. Yes, Comic Sans had to go. Updating the typography instantly made their brand look more professional and credible while maintaining its heartfelt roots.
If you get the chance to meet Debbie and Linda, they are bright, optimistic women. So that meant we also had to brighten up the brand so that it reflected how someone would feel when they interacted with them. Plus, Venice is in Florida so we had to highlight the warm, sunny vibe.
Step 2: Creating Custom Assets
Debbie and Linda wanted a brand they could easily use on their own. I designed a set of custom icons and social media graphics tailored to their programs and events. Whether promoting their annual summer croquet program, funding a new van, or managing online sign-ups, they now had visuals that clearly communicated their message.
Step 3: Building a User-Friendly Squarespace Website
We migrated their website from the clunky Dreamweaver framework to a clean, user-friendly Squarespace website. I reorganized their content to create logical pathways for students, parents, and local business partners. Key features included:
- Inquiry forms and FAQs to reduce repetitive calls
- A donation platform (Fundraise Up) to streamline contributions
- Mobile-friendly design for easy access on the go
Most importantly, I trained Debbie and Linda to update the website themselves, giving them full control over their online presence.
The Results: Branding that Makes You Proud
After launching their new website, Debbie and Linda started seeing and feeling the difference right away. Compliments were flowing from their peers around Venice, and oh! That grant funder? As soon as VeniceWareHouse.org launched, Debbie and Linda sent the link to that grant funder who responded, “That’s EXCELLENT!”
But more importantly, they started experiencing:
- Increased Donations: Debbie and Linda now receive larger, unsolicited donations regularly. Donors feel confident in supporting the WareHouse because the new website reflects the nonprofit’s credibility without needing personal conversations.
- Time Saved: Random calls and emails have significantly decreased. While their contact number remains front and center, the website answers most questions, giving Debbie and Linda more time to focus on their mission.
- Pride and Confidence: They are proud to share their website and brand. They no longer worry about outdated information or confusing graphics.
Debbie says she never cries, but when we caught up last year she was a bit teary talking about her experience: “Of course we still get excited about $100 donations, but now we get excited about $1,000+ checks and even bigger grants. We can reward more students than ever before. And this is in big part because of HeartSpark. We couldn’t do what we do without the website the way it is.”
If you’re feeling stuck with an outdated brand or website that doesn’t reflect the incredible work you do, it might be time for your own Brand Level-Up.
Start with a free 25-minute consultation call. During our chat, I’ll help you:
- Pinpoint exactly what might be holding your brand back
- Outline clear next steps to move forward
- Determine if HeartSpark is the right creative partner for your goals (and if not, I’ll connect you with someone who is!)
If we’re a good fit for your nonprofit, I’ll create a proposal you can share with your team to get them thinking about what a brand refresh could do for your nonprofit.
Lauren Atherton
Related Resources
Explore these additional resources for more info on how branding can help your nonprofit stand out:
Why Branding Matters More to Donors Than You May Think (and How It Drives Donations)
From Growing Pains to Gaining Confidence: 3 Phases to Level Up Your Nonprofit’s Brand
