The Branch
Redesign for a nonprofit digital media platform
As The Branch expanded, their existing website became difficult to manage and didn’t align with their evolving brand identity. They needed a structured, engaging, and visually cohesive platform that could effectively present their content, attract new collaborators, and support their fellowship program. I redesigned the website to enhance usability, integrate branding elements, and introduce subtle animations, creating a more immersive experience.
live website
The live website may differ from the original design due to client updates.
Service:
UX/UI
domain:
Media & Journalism
year:
2022
The Challenge

Balancing a bold, eclectic brand identity with a clean and user-friendly design was a key challenge. The Branch wanted a visually striking site without overwhelming users. Additionally, integrating animations to enhance engagement while maintaining usability required careful execution. Ensuring seamless alignment between branding and UX elements was crucial to delivering a cohesive digital experience.

My Process & Approach

As a UX/UI designer at Efir Media, I worked closely with branding agency J2, who developed the brand identity. My role was to translate their vision into a sleek, functional website that aligned with The Branch’s evolving digital presence. My process included:

1
Research & Strategy
Analyzed competitor websites to identify usability gaps and market opportunities.
2
Wireframing & UX Design
Crafted an intuitive structure for e-commerce, training enrollment, and stylist applications.
3
Visual Design
Designed a sleek, brand-aligned interface that balanced aesthetics with functionality.
4
Developer Handoff
Provided detailed documentation and design guidelines for the development team working on WordPress.
1
Research & Strategy
Conducted deep dives into Taozen’s mission, audience, and competitors to establish a strong foundation.
2
Wireframing & UX Design
Created a structured sitemap and wireframes for a seamless user journey.
3
Visual Design
Developed a warm, immersive aesthetic that reflected Taozen’s identity.
4
Webflow Development
Built a fully responsive, easy-to-manage site with a CMS for effortless updates.
5
Optimization & Testing
Ensured accessibility, performance, and smooth functionality across all devices.
1
Research & Strategy
Studied The Branch’s brand identity and conducted competitor analysis to understand trends in U.S. political media.
2
Wireframing & UX Design
Created a sitemap and wireframes to organize the content for seamless navigation.
3
Visual Design
Designed a modern yet minimal interface that balanced bold branding with clarity and accessibility.
4
Developer Handoff
Collaborated with developers to ensure smooth animations and interactions aligned with the brand identity.
The Result

The new website transformed The Branch’s digital presence. It now provides an engaging platform for storytelling, making it easier for users to discover content, support the organization, and participate in fellowships and career opportunities. The integration of animations and motion elements added depth without overwhelming the experience. The About page, enriched with interactive visuals, clearly conveys the brand’s mission and values, fostering stronger connections with the audience.

Reflections
This project reinforced the importance of balancing aesthetics with usability. The collaboration with J2 was insightful, and their strategic approach helped ensure a strong alignment between branding and web experience. If I could do it again, I’d push for more creative experimentation and explore bolder interaction designs while keeping usability at the core.
live website
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