Cathedral Arts Project

The Cathedral Arts Project is a nationally recognized nonprofit dedicated to enhancing arts education in under-resourced schools. In September 2018, I joined the CAP marketing team as their remote in-house designer. My first major initiative was leading a comprehensive brand refresh, which included developing a new visual identity, establishing brand guidelines, and redesigning the organization's website.

CREATIVE DIRECTION
ART DIRECTION
WEB DESIGN
IDENTITY
ANIMATION
ILLUSTRATION

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CAP Marketing Team
/ Jennifer Clements
/ Elise Johnson
/ Forrest Holland

Before the brand refresh, CAP primarily relied on stock images, large group photos, and classroom snapshots taken by teachers.

The new visual identity incorporates emotive stage and studio photography, creating a more compelling and authentic representation of CAP’s impact.

Summer Field Trip Passport

Each summer, over 2,000 students explore Jacksonville’s cultural organizations through field trips, using a passport filled with creative prompts, collectible stickers, and reflection activities.

New Website

While the brand refresh didn’t include a new logo or new fonts, it did include a complete website overhaul. I worked with the marketing team to streamline and reorganize the site structure and create an overall friendlier user experience.

Streamline the Ask

One of the most important updates was an overhaul to the donation experience. Previous versions were difficult to find and even more difficult to use. My priority was to make the process as easy as possible. We did this by reducing the number of steps involved in the checkout flow, highlighting clear calls to action, and designing a clean, uncluttered layout.

One bite at a time

Given the site's information-dense nature, we segmented the content into bite-sized, easily digestible sections. To enhance clarity and engagement, we incorporated a mix of photography, illustrations, infographics, and patterned color blocking, creating distinct visual sections that improve readability and user experience.

In the first year of the new website, traffic increased by over 25%. Over the last four years, it’s increased

57%

Happy Holidays from CAP

Illustrated and animated custom holiday graphics from over the years. They are holiday non-specific and include all four of the art disciplines CAP provides.

Brand Guidelines

Below is an abridged version of the brand guidelines document for CAP and a few of its sub-brands. Through this process, I guided the team toward a more comprehensive understanding of the brand, covering key elements such as target audience, brand voice, and essential brand guardrails.

Streamlining Program Brands

Over the years, CAP requested various logos for its programs, initiatives, and supporter groups. To maintain brand cohesion, I incorporated a star from the primary logo as a unifying element, visually linking the sub-brands to both the CAP identity and each other.