PACDA
Redesigned Logo & Home Page
Project Overview
A website redesign for the Pennsylvania Career Development Association (PACDA), a statewide professional organization that provides continuing education, networking resources, and employment opportunities for career development practitioners.
Role: UX Researcher & Designer
Duration: 2 days
Deliverables: Logo redesign, copywriting, homepage wireframe, style guide
Updated designs clarified PACDA’s membership value proposition and translated its homepage into a modern, user-friendly experience to better communicate mission and benefits to site visitors.
The Challenge
PACDA’s existing website appeared visually outdated and made it difficult for visitors to quickly understand the organization’s purpose and benefits. Leadership expressed a desire for a refreshed logo and a more professional website experience that would encourage new membership.
A closer review of the site revealed deeper issues with how information was organized and communicated. Despite containing a large amount of content, the homepage did not clearly answer several fundamental questions a visitor might have:
What is PACDA?
What benefits does membership offer?
How does one become a member?
Clarifying the answers to these key questions within the homepage structure — combined with a modernized visual design — became the guiding direction for the project. These updates would support leadership’s goal of a more professional online presence while strengthening visitors’ understanding of the organization’s purpose and value.
Approach
To clarify how PACDA’s homepage could better communicate its value, I briefly reviewed several successful professional association websites and compared their structure to PACDA’s existing site. This comparison helped identify opportunities to improve layout, imagery, and content hierarchy so that key information — the organization’s purpose, membership benefits, and how to join — would be immediately clear to site visitors.
Poor UI Examples
I also evaluated and rewrote the site’s copy to transform fragmented messaging into a clear, engaging narrative that better signaled PACDA’s professional identity. For example, I introduced a shortened mission statement placed prominently at the top of the homepage, and consolidated the site’s messaging about membership value into three clear benefit categories. .
Continuing Education
Earn CEUs through professional development workshops, webinars, and programs led by industry experts.
Networking & Events
Connect with peers through statewide events, workshops, and conferences designed to foster professional growth and collaboration.
Jobs & Mentorship
Access exclusive job opportunities and connect via our mentorship network—whether seeking guidance or offering expertise.
Copy Refinement
In parallel, I redesigned PACDA’s logo and introduced new site imagery to create a more cohesive and professional digital presence.
Original Logo and Redesigned Versions
Design Solutions
A refreshed homepage concept that introduced several key improvements:
Reimagined Logo and Color Palette
Modernized PACDA’s visual identity and created a more cohesive professional presence identity.
Complete Rewrite of Copy
Transformed jumbled messaging into a concise, mission-aligned narrative.
Clear Presentation of Membership Benefits
Consolidated membership messaging into three primary benefit categories to better communicate value, and encourage site visitors to become new members.
Streamlined Navigation and Content Hierarchy
Clairified core site pathways and simplified navigation menus, making site features easier to identify and use
Modern Visuals
Clarified Value
Improved Hierarchy
Reflection
This project was a valuable exercise in translating organizational needs into a clear, professional digital identity that aligns visual presence with mission. Although the scope was limited to a single homepage mockup and a logo redesign, the work demonstrated how targeted improvements to structure, messaging, and visual representation can strengthen credibility and usability. Even small updates can improve how successfully an organization communicates with their audience.
PACDA
Project Overview
A website redesign for the Pennsylvania Career Development Association (PACDA), a statewide professional organization that provides continuing education, networking resources, and employment opportunities for career development practitioners.
Role: UX Designer
Duration: 2 days
Deliverables: Logo redesign, style guide, copywriting, homepage wireframe
Updated designs clarified PACDA’s membership value proposition and translated its homepage into a modern, user-friendly experience to better communicate mission and benefits to site visitors.
The Challenge
PACDA’s existing website appeared visually outdated and made it difficult for visitors to quickly understand the organization’s purpose and benefits. Leadership expressed a desire for a refreshed logo and a more professional website experience that would encourage new membership.
A closer review of the site revealed deeper issues with how information was organized and communicated. Despite containing a large amount of content, the homepage did not clearly answer several fundamental questions a visitor might have:
What is PACDA?
What benefits does membership offer?
How does one become a member?
Clarifying the answers to these key questions within the homepage structure — combined with a modernized visual design — became the guiding direction for the project. These updates would support leadership’s goal of a more professional online presence while strengthening visitors’ understanding of the organization’s purpose and value.
Approach
To clarify how PACDA’s homepage could better communicate its value, I briefly reviewed several successful professional association websites and compared their structure to PACDA’s existing site. This comparison helped identify opportunities to improve layout, imagery, and content hierarchy so that key information — the organization’s purpose, membership benefits, and how to join — would be immediately clear to site visitors.
Poor UI Examples
I also evaluated and rewrote the site’s copy to transform fragmented messaging into a clear, engaging narrative that better signaled PACDA’s professional identity. For example, I introduced a shortened mission statement placed prominently at the top of the homepage, and consolidated the site’s messaging about membership value into three clear benefit categories.
Continuing Education
Earn CEUs through professional development workshops, webinars, and programs led by industry experts.
Networking & Events
Connect with peers through statewide events, workshops, and conferences designed to foster professional growth and collaboration.
Jobs & Mentorship
Access exclusive job opportunities and connect via our mentorship network—whether seeking guidance or offering expertise.
Copy Refinement
In parallel, I redesigned PACDA’s logo and introduced new site imagery to create a more cohesive and professional digital presence.
Design Solution
A refreshed homepage concept that introduced several key improvements:
Reimagined Logo and Color Palette
Modernized PACDA’s visual identity and created a more cohesive professional presence identity.
Complete Rewrite of Copy
Transformed jumbled messaging into a concise, mission-aligned narrative.
Clear Presentation of Membership Benefits
Consolidated membership messaging into three primary benefit categories to better communicate value, and encourage site visitors to become new members.
Streamlined Navigation and Content Hierarchy
Clairified core site pathways and simplified navigation menus, making site features easier to identify and use
Modern Visuals
Clarified Value
Improved Hierarchy
Style Guide
Reflection
This project emphasizes how thoughtful structure, clear messaging, and cohesive visual (UI) treatment can be powerfully transformative. Although the client opted to retain their original logo and palette, the aspects of my redesign they chose to adopt offer a much more inviting experience for users. My hope is that these refinements will result in the desired increase in donor and volunteer engagement, and reinforce that deliberate design translates directly into impact in the community.
PACDA
Project Overview
A website redesign for the Pennsylvania Career Development Association (PACDA), a statewide professional organization that provides continuing education, networking resources, and employment opportunities for career development practitioners.
Role: UX Designer
Duration: 2 days
Deliverables: Logo redesign, style guide, copywriting, homepage wireframe
Updated designs clarified PACDA’s membership value proposition and translated its homepage into a modern, user-friendly experience to better communicate mission and benefits to site visitors.
The Challenge
PACDA’s existing website appeared visually outdated and made it difficult for visitors to quickly understand the organization’s purpose and benefits. Leadership expressed a desire for a refreshed logo and a more professional website experience that would encourage new membership.
A closer review of the site revealed deeper issues with how information was organized and communicated. Despite containing a large amount of content, the homepage did not clearly answer several fundamental questions a visitor might have:
What is PACDA?
What benefits does membership offer?
How does one become a member?
Clarifying the answers to these key questions within the homepage structure — combined with a modernized visual design — became the guiding direction for the project. These updates would support leadership’s goal of a more professional online presence while strengthening visitors’ understanding of the organization’s purpose and value.
Approach
To clarify how PACDA’s homepage could better communicate its value, I briefly reviewed several successful professional association websites and compared their structure to PACDA’s existing site. This comparison helped identify opportunities to improve layout, imagery, and content hierarchy so that key information — the organization’s purpose, membership benefits, and how to join — would be immediately clear to site visitors.
Poor UI Examples
I also evaluated and rewrote the site’s copy to transform fragmented messaging into a clear, engaging narrative that better signaled PACDA’s professional identity. For example, I introduced a shortened mission statement placed prominently at the top of the homepage, and consolidated the site’s messaging about membership value into three clear benefit categories.
Continuing Education
Earn CEUs through professional development workshops, webinars, and programs led by industry experts.
Networking & Events
Connect with peers through statewide events, workshops, and conferences designed to foster professional growth and collaboration.
Jobs & Mentorship
Access exclusive job opportunities and connect via our mentorship network—whether seeking guidance or offering expertise.
Copy Refinement
In parallel, I redesigned PACDA’s logo and introduced new site imagery to create a more cohesive and professional digital presence.
Design Solutions
A refreshed homepage concept that introduced several key improvements:
Reimagined Logo and Color Palette
Modernized PACDA’s visual identity and created a more cohesive professional presence identity.
Complete Rewrite of Copy
Transformed jumbled messaging into a concise, mission-aligned narrative.
Clear Presentation of Membership Benefits
Consolidated membership messaging into three primary benefit categories to better communicate value, and encourage site visitors to become new members.
Streamlined Navigation and Content Hierarchy
Clairified core site pathways and simplified navigation menus, making site features easier to identify and use
Modern Visuals
Clarified Value
Improved Hierarchy
Style Guide
Reflection
This project emphasizes how thoughtful structure, clear messaging, and cohesive visual (UI) treatment can be powerfully transformative. Although the client opted to retain their original logo and palette, the aspects of my redesign they chose to adopt offer a much more inviting experience for users. My hope is that these refinements will result in the desired increase in donor and volunteer engagement, and reinforce that deliberate design translates directly into impact in the community.