Andrés Rivas-Cruz | Web Design & Branding | Kansas City, MO
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American Daughters

This non-profit strives to support and empower women in Kansas City and help younger girls have better opportunities and resources. I collaborated with Brenna Paxton, Jessica Jaskiewicz and co-founders Sarah Gilstrap and Jen Lacy on the brand direction and UI design. The new site needed to reflect their values and push their brand forward creatively, while also placing more emphasis on encouraging viewers to support their Summer Academy program.

 

American Daughters

ROLE: UI designer

Collaboration with Brenna Paxton & Jessica Jaskiewicz

americandaughters.org

This non-profit strives to support and empower women in Kansas City and help younger girls have better opportunities and resources. I collaborated with Brenna Paxton, Jessica Jaskiewicz and co-founders Sarah Gilstrap and Jen Lacy on the brand direction and UI design. The new site needed to reflect their values and push their brand forward creatively, while also placing more emphasis on encouraging viewers to support their Summer Academy program.

 
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Wireframes to Squarespace

The American Daughters website was a challenge with complex messaging that needed to be communicated simply and effectively. I used low-fidelity wireframes to help establish the hierarchy and flow of the site to direct the user’s attention to fundraising for the Summer Academy. I then incorporated the content strategy, UI design, and new brand style into a website built with Squarespace.

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Zine Graphics to Moodboards

For this brand expansion, we drew our inspiration from the cut-and-paste collage style of handmade zines, protest posters, and guerrilla activism. We then refined and simplified this style by pairing it with minimalistic design, a pastel color palette, and sophisticated typography. This was a collaboration with brand strategist Brenna Paxton, and graphic designer Jessica Jaskiewicz.

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