Why You Don’t Have to Blow Up Your Brand to Make it Better

“Our website is so outdated.”

“I can write, but don’t even know where to begin with our website.”

“My ugly website may have lost us a grant today.”

Just one year into running HeartSpark and I had 3 of the same conversations with different clients serving different communities across the country, all in the same week. I’d call that a pattern, wouldn’t you?

Working with big brands taught me one thing: branding comes first. It’s the foundation for everything and “the Bible” you refer back to to make everything consistent.

But when I started working with nonprofits, I realized branding often had to come last. And I was hearing the results of that firsthand on these consultation calls.

It’s not that these founders didn’t want to brand – they just didn’t have the resources or team or time to get it done. Everything in my 15 years of creative experience was railing against my brain – since “branding” is supposed to have strategy and research and copywriting and a 6-month process.

But these nonprofit founders needed design help, today. And not with their website, they needed help with their branding.

Instead of pushing back to follow the “branding” code of honor – to include strategy, research and messaging that would surely inflate the timeline and price tag – I decided to work within their constraints.

And I’m so glad I did.

Bringing big brand experience to small nonprofits (and loving every minute of it!)

As a Brand Designer with over 15 years of experience under my belt, I’ve worked in every corner of the creative industry. From designing for mega brands like Chick-fil-A to internal teams to volunteering design for local nonprofits – I’ve worked with brands of all shapes and sizes to do one thing: attract more people.

After an emergency open-heart surgery in 2017, I felt the nudge to transfer all of those design skills to help nonprofits. Even as a dewy-eyed junior in high school just learning how to Photoshop, I knew I wanted to use my design skills for good – I just didn’t know how or when it would happen.

In February 2020 I launched HeartSpark Design, a design firm dedicated to branding for nonprofits. And I have to tell you – I’ve learned a lot about the different needs, challenges and opportunities nonprofits face compared to for-profit companies.

And I’ve gotten pretty great (if I do say so myself) at creating nonprofit brands that click with donors and look seriously awesome – without losing that special sauce that makes you uniquely you.

Along the way, my work has been recognized with 12 design awards (including a 2023 Webby Honoree Award!), but what I’m most proud of is helping 26 nonprofit clients refresh their brands so they can confidently attract donors, partners, and funding for their missions.

As I started working with more small nonprofits, I spotted a recurring theme: their programs were making an incredible impact, but their visual branding was still stuck in the founding days.

Logos, colors, and design elements that might have worked early on were no longer reflecting the level of impact these organizations were making.

Their programs were thriving, but the visuals? They were wayyyyyy overdue for a glow-up.

And that’s when the Brand Level-Up was born.

The Brand Level-Up is a 3-month, done-for-you branding service designed specifically for nonprofits that already have a strong foundation – and a couple of years of experience under their belt.

You don’t need to start from scratch. Chances are you’ve got a clear mission, great programs, and the strategic foundation – but need help bringing them all into alignment so you can tell a consistent and compelling visual story.

And that’s the most important (and underrated) part of connecting with people’s minds and hearts – inspiring them to pull out their wallets.

My “superpower” is expanding on branding that already exists – like an established logo or color palette – to create something polished, consistent, and aligned. After all, your nonprofit is already experiencing successful programs and raising money, you just need to do it even better right?

This evolutionary approach (instead of a design revolution) has residual benefits.

By refining the design elements that people already recognize, we can keep the equity you’ve spent years building. Not to mention, avoid the lengthy internal reviews or endless board approval processes that come with a full rebrand. That’s what I call a win-win!

Because first impressions may actually matter more for nonprofits.

If there’s one thing I’ve learned in my 15+ years of branding experience, it’s that branding isn’t just about looking good – it’s about making a great first impression. And most nonprofits in 2025 are building their “storefront” online.

People (aka your potential donors) are scoping out your operation online before they give – and may never even speak to your team or a fundraiser. Instead, they’re judging your organization based on what they see on social media and your website.

Outdated branding or a difficult website can raise questions about credibility and professionalism. But on the flip side – a polished, intentional brand can create an emotional connection and inspire confidence.

And TBH: your small (but mighty) team is already doing so much – who wants to also add “graphic designer” on top of it all?

Bueller? Bueller?

Polished ≠ Pricey: Leveling Up Without Breaking the Bank

As a small business owner myself, I know what it’s like to have to DIY as you grow. And I promise, you don’t need a million-dollar budget to have a brand that attracts donors and secures you more funding.

What you do need is a brand that builds on what’s already working. That’s where the Brand Level-Up comes in.

I designed this service specifically for nonprofits that have outgrown their scrappy startup-phased branding but don’t want to start from scratch. Instead, we’ll focus on refining what’s already working well and updating what doesn’t hit the mark.

Before we dive into branding, there are a couple of strategic steps to take first. One of my favorites is what I call the “4 Corners” exercise. Together, we sort through the marketing visuals you can gather to figure out what’s working, what’s broken, what’s missing, and what’s confusing.

Think of it like pouring out the Lego bricks before we build something new. Here’s a preview of the exercise: