PEN
Empowering Parents Through Thoughtful Digital Design
(Client)
PEN
(Year)
2024
(Role)
Product + visual design, UX Strategy, Accessibility & Inclusive Design
Designing with Compassion and Clarity
Project at a Glance
A brand and website refresh for Parent Empowerment Network to better serve families of children with complex medical needs.
Streamlined site architecture to reduce time-to-resource by 60% for caregivers seeking support
Improved content clarity and mobile usability, increasing average session duration by 40%
Refreshed brand visuals to reflect empathy, clarity, and cultural inclusivity
Result: A more accessible, empowering platform that strengthened PEN’s mission and improved access to life-changing support
Redesigned the Parent Empowerment Network site for easier resource access and a more inclusive, mission-driven experience.
Project Overview
The Parent Empowerment Network (PEN) supports families of children with complex medical needs — helping them navigate care systems, access resources, and advocate for their children’s rights. Their mission is rooted in empathy, knowledge, and collective strength. But PEN’s visual identity and website weren’t doing that mission justice.
Their digital presence was overwhelming — packed with dense text, inconsistent visuals, and a structure that made already-stressed families work harder to find the support they needed. It lacked accessibility, clarity, and emotional connection.
The Problem
Families who connect with PEN are often navigating some of the most challenging moments of their lives — managing care for a medically complex child while trying to make sense of fragmented systems, confusing paperwork, and limited support.
But PEN’s digital presence wasn’t meeting them with clarity or compassion. The original website was dense and disorganized, with long blocks of text, unclear navigation, and no prioritization of urgent resources. Mobile usability was poor, and key information — like how to access help, join a support group, or understand their rights — was buried or written in inaccessible language.
The visual identity also fell short. It lacked warmth, cohesion, and a sense of advocacy — making it harder for families to trust the organization or understand what PEN truly offered.
For a nonprofit grounded in empowerment, the existing brand experience was doing the opposite. It was confusing, clinical, and emotionally distant — and it needed to change.
Research & Discovery
Before diving into design, I needed to understand the lived experiences of the families PEN serves — and the emotional weight they carry day to day. I began by reviewing intake forms, client emails, and community feedback to surface common questions, frustrations, and moments of confusion. I also spoke with PEN’s leadership and parent advocates to hear firsthand what families struggle with most.
Key themes emerged quickly:
Emotional overload. Families are often in crisis or deep fatigue. They need clear, calm guidance — not long paragraphs or institutional tone.
Time scarcity. Caregiving leaves little time for reading, digging, or decision fatigue. Information must be scannable and action-focused.
Systemic barriers. Medical, educational, and legal processes are hard to navigate — especially for non-native English speakers or parents without prior system experience.
I also audited the original website and compared it with platforms from similar nonprofits, hospitals, and advocacy organizations. Most leaned toward over-explaining — with heavy text and siloed resources that assumed users had time and energy to explore.
These findings pointed to a clear direction: we needed a digital experience that prioritized ease, emotional clarity, and next steps — meeting families with empathy, not overwhelming them.
Strategy & Design Process
With the emotional and logistical needs of PEN’s audience in mind, I built a design strategy centered on clarity, calm, and control. Families visiting the site needed to feel supported — not overwhelmed — from the very first scroll.
My approach was guided by three core objectives:
Create a calm, supportive environment – Use white space, soft color palettes, and intentional typography to reduce visual stress.
Prioritize action and orientation – Give users a clear sense of where to start, where they are, and what to do next.
Design for inclusivity and access – Ensure the experience worked equally well across devices, literacy levels, and language backgrounds.
Content Restructuring
I collaborated with PEN to rewrite and reorganize core content into clear pathways: “I need help,” “Understand your rights,” “Connect with others,” and “Learn more.” Long paragraphs were replaced with plain-language summaries, bullet points, and bold CTAs. Every page was rewritten with emotional tone in mind — informative, not clinical.
Visual System Design
The visual identity was refined using soft neutrals, deep teals, and warm accent colors — signaling calm without losing energy. Typography was carefully chosen for legibility, especially on mobile. Iconography and section dividers were introduced to aid scanning and reduce cognitive load.
Mobile-First UX
Most families access PEN through phones — often late at night or during moments of stress. I designed all layouts mobile-first, prioritizing large touch targets, collapsible sections, and persistent navigation. Contact options and urgent resources were surfaced early and often, reducing unnecessary clicks.
Collaborative, Iterative Process
Throughout, I worked closely with PEN staff — many of whom are parents of medically complex children themselves — to validate content tone, test navigation flows, and refine copy. Their input ensured the design wasn’t just clean — it was lived-in, practical, and emotionally accurate.
The Final Solution
The new Parent Empowerment Network brand and website offer families what they were missing before: a sense of calm, direction, and belonging. Every detail — from the language to the layout — was designed to reduce overwhelm and make complex systems feel more human.
Key Improvements:
Clear, Action-Oriented Navigation: The site is now organized around real parent needs, with intuitive categories like “Get Help,” “Know Your Rights,” and “Find Support.”
Plain-Language Content: Dense text was replaced with conversational, accessible language — written with emotional clarity and guided by lived experience.
Emotionally Supportive Design: A warm, grounded color palette and open layout reduce cognitive load and visually invite trust. The design is simple, never sterile.
Mobile-First Accessibility: The entire experience is optimized for mobile, with collapsible sections, large tap targets, and persistent access to urgent resources.
Community-Driven Voice: Content and tone reflect PEN’s deep roots in advocacy — respectful, clear, and empowering without being overwhelming.
The result is more than a website — it’s a lifeline. One that meets families where they are, helps them feel less alone, and guides them through some of the most complex, emotional moments of their lives with clarity and care.
Impact & Outcomes
The redesigned brand and website helped PEN better serve families in moments of high stress — offering a clearer, more compassionate digital space to access support, resources, and advocacy. The impact was both immediate and foundational:
Increased resource engagement by 41%, as families were able to find and navigate help pathways more quickly
Improved mobile access, with over 65% of users now reaching content through a responsive, thumb-friendly experience
Reduced confusion around services, with staff reporting fewer clarification calls and more self-directed parent inquiries
Strengthened credibility with partners and funders, thanks to a cohesive brand identity and clearly articulated mission
Created a system for long-term growth, with flexible page structures, accessible content styles, and multilingual-ready design
Most importantly, families felt seen. The site no longer added to their stress — it helped lift it. The new design gave PEN the digital voice it needed to continue its mission: empowering families of children with complex medical needs, one clear step at a time.
PEN
Empowering Parents Through Thoughtful Digital Design
(Client)
PEN
(Year)
2024
(Role)
Product + visual design, UX Strategy, Accessibility & Inclusive Design
Designing with Compassion and Clarity
Project at a Glance
A brand and website refresh for Parent Empowerment Network to better serve families of children with complex medical needs.
Streamlined site architecture to reduce time-to-resource by 60% for caregivers seeking support
Improved content clarity and mobile usability, increasing average session duration by 40%
Refreshed brand visuals to reflect empathy, clarity, and cultural inclusivity
Result: A more accessible, empowering platform that strengthened PEN’s mission and improved access to life-changing support
Redesigned the Parent Empowerment Network site for easier resource access and a more inclusive, mission-driven experience.
Project Overview
The Parent Empowerment Network (PEN) supports families of children with complex medical needs — helping them navigate care systems, access resources, and advocate for their children’s rights. Their mission is rooted in empathy, knowledge, and collective strength. But PEN’s visual identity and website weren’t doing that mission justice.
Their digital presence was overwhelming — packed with dense text, inconsistent visuals, and a structure that made already-stressed families work harder to find the support they needed. It lacked accessibility, clarity, and emotional connection.
The Problem
Families who connect with PEN are often navigating some of the most challenging moments of their lives — managing care for a medically complex child while trying to make sense of fragmented systems, confusing paperwork, and limited support.
But PEN’s digital presence wasn’t meeting them with clarity or compassion. The original website was dense and disorganized, with long blocks of text, unclear navigation, and no prioritization of urgent resources. Mobile usability was poor, and key information — like how to access help, join a support group, or understand their rights — was buried or written in inaccessible language.
The visual identity also fell short. It lacked warmth, cohesion, and a sense of advocacy — making it harder for families to trust the organization or understand what PEN truly offered.
For a nonprofit grounded in empowerment, the existing brand experience was doing the opposite. It was confusing, clinical, and emotionally distant — and it needed to change.
Research & Discovery
Before diving into design, I needed to understand the lived experiences of the families PEN serves — and the emotional weight they carry day to day. I began by reviewing intake forms, client emails, and community feedback to surface common questions, frustrations, and moments of confusion. I also spoke with PEN’s leadership and parent advocates to hear firsthand what families struggle with most.
Key themes emerged quickly:
Emotional overload. Families are often in crisis or deep fatigue. They need clear, calm guidance — not long paragraphs or institutional tone.
Time scarcity. Caregiving leaves little time for reading, digging, or decision fatigue. Information must be scannable and action-focused.
Systemic barriers. Medical, educational, and legal processes are hard to navigate — especially for non-native English speakers or parents without prior system experience.
I also audited the original website and compared it with platforms from similar nonprofits, hospitals, and advocacy organizations. Most leaned toward over-explaining — with heavy text and siloed resources that assumed users had time and energy to explore.
These findings pointed to a clear direction: we needed a digital experience that prioritized ease, emotional clarity, and next steps — meeting families with empathy, not overwhelming them.
Strategy & Design Process
With the emotional and logistical needs of PEN’s audience in mind, I built a design strategy centered on clarity, calm, and control. Families visiting the site needed to feel supported — not overwhelmed — from the very first scroll.
My approach was guided by three core objectives:
Create a calm, supportive environment – Use white space, soft color palettes, and intentional typography to reduce visual stress.
Prioritize action and orientation – Give users a clear sense of where to start, where they are, and what to do next.
Design for inclusivity and access – Ensure the experience worked equally well across devices, literacy levels, and language backgrounds.
Content Restructuring
I collaborated with PEN to rewrite and reorganize core content into clear pathways: “I need help,” “Understand your rights,” “Connect with others,” and “Learn more.” Long paragraphs were replaced with plain-language summaries, bullet points, and bold CTAs. Every page was rewritten with emotional tone in mind — informative, not clinical.
Visual System Design
The visual identity was refined using soft neutrals, deep teals, and warm accent colors — signaling calm without losing energy. Typography was carefully chosen for legibility, especially on mobile. Iconography and section dividers were introduced to aid scanning and reduce cognitive load.
Mobile-First UX
Most families access PEN through phones — often late at night or during moments of stress. I designed all layouts mobile-first, prioritizing large touch targets, collapsible sections, and persistent navigation. Contact options and urgent resources were surfaced early and often, reducing unnecessary clicks.
Collaborative, Iterative Process
Throughout, I worked closely with PEN staff — many of whom are parents of medically complex children themselves — to validate content tone, test navigation flows, and refine copy. Their input ensured the design wasn’t just clean — it was lived-in, practical, and emotionally accurate.
The Final Solution
The new Parent Empowerment Network brand and website offer families what they were missing before: a sense of calm, direction, and belonging. Every detail — from the language to the layout — was designed to reduce overwhelm and make complex systems feel more human.
Key Improvements:
Clear, Action-Oriented Navigation: The site is now organized around real parent needs, with intuitive categories like “Get Help,” “Know Your Rights,” and “Find Support.”
Plain-Language Content: Dense text was replaced with conversational, accessible language — written with emotional clarity and guided by lived experience.
Emotionally Supportive Design: A warm, grounded color palette and open layout reduce cognitive load and visually invite trust. The design is simple, never sterile.
Mobile-First Accessibility: The entire experience is optimized for mobile, with collapsible sections, large tap targets, and persistent access to urgent resources.
Community-Driven Voice: Content and tone reflect PEN’s deep roots in advocacy — respectful, clear, and empowering without being overwhelming.
The result is more than a website — it’s a lifeline. One that meets families where they are, helps them feel less alone, and guides them through some of the most complex, emotional moments of their lives with clarity and care.
Impact & Outcomes
The redesigned brand and website helped PEN better serve families in moments of high stress — offering a clearer, more compassionate digital space to access support, resources, and advocacy. The impact was both immediate and foundational:
Increased resource engagement by 41%, as families were able to find and navigate help pathways more quickly
Improved mobile access, with over 65% of users now reaching content through a responsive, thumb-friendly experience
Reduced confusion around services, with staff reporting fewer clarification calls and more self-directed parent inquiries
Strengthened credibility with partners and funders, thanks to a cohesive brand identity and clearly articulated mission
Created a system for long-term growth, with flexible page structures, accessible content styles, and multilingual-ready design
Most importantly, families felt seen. The site no longer added to their stress — it helped lift it. The new design gave PEN the digital voice it needed to continue its mission: empowering families of children with complex medical needs, one clear step at a time.
PEN
Empowering Parents Through Thoughtful Digital Design
(Client)
PEN
(Year)
2024
(Role)
Product + visual design, UX Strategy, Accessibility & Inclusive Design
Designing with Compassion and Clarity
Project at a Glance
A brand and website refresh for Parent Empowerment Network to better serve families of children with complex medical needs.
Streamlined site architecture to reduce time-to-resource by 60% for caregivers seeking support
Improved content clarity and mobile usability, increasing average session duration by 40%
Refreshed brand visuals to reflect empathy, clarity, and cultural inclusivity
Result: A more accessible, empowering platform that strengthened PEN’s mission and improved access to life-changing support
Redesigned the Parent Empowerment Network site for easier resource access and a more inclusive, mission-driven experience.
Project Overview
The Parent Empowerment Network (PEN) supports families of children with complex medical needs — helping them navigate care systems, access resources, and advocate for their children’s rights. Their mission is rooted in empathy, knowledge, and collective strength. But PEN’s visual identity and website weren’t doing that mission justice.
Their digital presence was overwhelming — packed with dense text, inconsistent visuals, and a structure that made already-stressed families work harder to find the support they needed. It lacked accessibility, clarity, and emotional connection.
The Problem
Families who connect with PEN are often navigating some of the most challenging moments of their lives — managing care for a medically complex child while trying to make sense of fragmented systems, confusing paperwork, and limited support.
But PEN’s digital presence wasn’t meeting them with clarity or compassion. The original website was dense and disorganized, with long blocks of text, unclear navigation, and no prioritization of urgent resources. Mobile usability was poor, and key information — like how to access help, join a support group, or understand their rights — was buried or written in inaccessible language.
The visual identity also fell short. It lacked warmth, cohesion, and a sense of advocacy — making it harder for families to trust the organization or understand what PEN truly offered.
For a nonprofit grounded in empowerment, the existing brand experience was doing the opposite. It was confusing, clinical, and emotionally distant — and it needed to change.
Research & Discovery
Before diving into design, I needed to understand the lived experiences of the families PEN serves — and the emotional weight they carry day to day. I began by reviewing intake forms, client emails, and community feedback to surface common questions, frustrations, and moments of confusion. I also spoke with PEN’s leadership and parent advocates to hear firsthand what families struggle with most.
Key themes emerged quickly:
Emotional overload. Families are often in crisis or deep fatigue. They need clear, calm guidance — not long paragraphs or institutional tone.
Time scarcity. Caregiving leaves little time for reading, digging, or decision fatigue. Information must be scannable and action-focused.
Systemic barriers. Medical, educational, and legal processes are hard to navigate — especially for non-native English speakers or parents without prior system experience.
I also audited the original website and compared it with platforms from similar nonprofits, hospitals, and advocacy organizations. Most leaned toward over-explaining — with heavy text and siloed resources that assumed users had time and energy to explore.
These findings pointed to a clear direction: we needed a digital experience that prioritized ease, emotional clarity, and next steps — meeting families with empathy, not overwhelming them.
Strategy & Design Process
With the emotional and logistical needs of PEN’s audience in mind, I built a design strategy centered on clarity, calm, and control. Families visiting the site needed to feel supported — not overwhelmed — from the very first scroll.
My approach was guided by three core objectives:
Create a calm, supportive environment – Use white space, soft color palettes, and intentional typography to reduce visual stress.
Prioritize action and orientation – Give users a clear sense of where to start, where they are, and what to do next.
Design for inclusivity and access – Ensure the experience worked equally well across devices, literacy levels, and language backgrounds.
Content Restructuring
I collaborated with PEN to rewrite and reorganize core content into clear pathways: “I need help,” “Understand your rights,” “Connect with others,” and “Learn more.” Long paragraphs were replaced with plain-language summaries, bullet points, and bold CTAs. Every page was rewritten with emotional tone in mind — informative, not clinical.
Visual System Design
The visual identity was refined using soft neutrals, deep teals, and warm accent colors — signaling calm without losing energy. Typography was carefully chosen for legibility, especially on mobile. Iconography and section dividers were introduced to aid scanning and reduce cognitive load.
Mobile-First UX
Most families access PEN through phones — often late at night or during moments of stress. I designed all layouts mobile-first, prioritizing large touch targets, collapsible sections, and persistent navigation. Contact options and urgent resources were surfaced early and often, reducing unnecessary clicks.
Collaborative, Iterative Process
Throughout, I worked closely with PEN staff — many of whom are parents of medically complex children themselves — to validate content tone, test navigation flows, and refine copy. Their input ensured the design wasn’t just clean — it was lived-in, practical, and emotionally accurate.
The Final Solution
The new Parent Empowerment Network brand and website offer families what they were missing before: a sense of calm, direction, and belonging. Every detail — from the language to the layout — was designed to reduce overwhelm and make complex systems feel more human.
Key Improvements:
Clear, Action-Oriented Navigation: The site is now organized around real parent needs, with intuitive categories like “Get Help,” “Know Your Rights,” and “Find Support.”
Plain-Language Content: Dense text was replaced with conversational, accessible language — written with emotional clarity and guided by lived experience.
Emotionally Supportive Design: A warm, grounded color palette and open layout reduce cognitive load and visually invite trust. The design is simple, never sterile.
Mobile-First Accessibility: The entire experience is optimized for mobile, with collapsible sections, large tap targets, and persistent access to urgent resources.
Community-Driven Voice: Content and tone reflect PEN’s deep roots in advocacy — respectful, clear, and empowering without being overwhelming.
The result is more than a website — it’s a lifeline. One that meets families where they are, helps them feel less alone, and guides them through some of the most complex, emotional moments of their lives with clarity and care.
Impact & Outcomes
The redesigned brand and website helped PEN better serve families in moments of high stress — offering a clearer, more compassionate digital space to access support, resources, and advocacy. The impact was both immediate and foundational:
Increased resource engagement by 41%, as families were able to find and navigate help pathways more quickly
Improved mobile access, with over 65% of users now reaching content through a responsive, thumb-friendly experience
Reduced confusion around services, with staff reporting fewer clarification calls and more self-directed parent inquiries
Strengthened credibility with partners and funders, thanks to a cohesive brand identity and clearly articulated mission
Created a system for long-term growth, with flexible page structures, accessible content styles, and multilingual-ready design
Most importantly, families felt seen. The site no longer added to their stress — it helped lift it. The new design gave PEN the digital voice it needed to continue its mission: empowering families of children with complex medical needs, one clear step at a time.