Better Earth – Rebranding & Website Redesign
Overview
Better Earth is a textile recycling center located in Wisconsin, dedicated to reducing landfill waste and promoting sustainable textile reuse. While their mission looks to the future, their digital presence remained outdated. I was brought in to modernize their brand and website, ensuring they accurately reflect their impact and values.
My Role
As the principal designer, I was responsible for Redesigning brand strategy and visual identity, Creating a modern, accessible, and responsive website, Enhancing user experience for donors and partners, and Developing a scalable design system for future use.
The Problem
Better Earth's existing website was outdated, difficult to navigate, and lacked clarity about its services. Its visual identity didn’t align with its sustainability goals, and it missed opportunities to connect with environmentally conscious partners and donors.
Goals
Revamp the brand to align with Better Earth’s eco-friendly mission. Enhance the information architecture to better communicate services. Develop a modern, engaging website optimized for all devices. Boost trust, engagement, and donations through improved UX/UI.
Research & Discovery
I began by auditing the existing site and comparing it with industry benchmarks. I also interviewed stakeholders and analyzed user behavior to understand friction points in the user journey.
Key insights:
Users struggled to locate drop-off locations and understand which items were accepted. The brand felt disconnected from its mission. The website lacked credibility because of its outdated design and unclear messaging.
Branding Approach
The new identity is based on simplicity, sustainability, and trust. I have introduced the following elements:
- A modern logo that symbolizes circularity and environmentally conscious practices
- A calming, earthy color palette
- Clean typography to enhance clarity and legibility
- A refreshed tone of voice that is both approachable and informative
UX & UI Design
I revamped the website to focus on key user journeys, including:
1. Finding a textile drop-off location
2. Learning how to donate and what items can be accepted
3. Understanding the impact of recycling
The redesigned site is fully responsive, featuring intuitive navigation, clear calls to action, and engaging animations that enhance the experience without being overwhelming.
Results
The new brand and website received overwhelmingly positive feedback from clients and users. Better Earth experienced a 45% increase in searches for drop-off locations, higher engagement with its impact stories and donation guides, and more inquiries from local businesses for partnerships.
Final Thoughts
Better Earth is more than just a recycling center—it’s a catalyst for positive environmental change. With this redesign, we've given them a digital presence that genuinely reflects their mission and inspires action.
