Empowering Older Adults Through A Website Built for Clarity, Community & Growth
We partnered with the Vital Aging Network (VAN), a nonprofit dedicated to lifelong learning and community engagement for older adults, to redesign their website for better usability, storytelling, and program access.
Client
Vital Aging Network
Date
September 2024
Services
Website Redesign, Squarespace Migration, Content Strategy, UX/UI Design, Fundraising Optimization
Introduction
Vital Aging Network is a Minnesota-based nonprofit that promotes self-advocacy, civic engagement, and wellness among older adults. With a diverse set of programs, a newsletter, public events, and a growing media presence, VAN needed a modern, user-friendly website that could support content updates and make their work easier to find and support.
Challenge
VAN’s previous site was dated, difficult to update, and lacked a clear user flow for key programs like Aging With Gusto and Wellness 50+. Visitors had trouble finding event details, newsletter signups, or donation links, and internal staff struggled with backend maintenance and editing.
Approach
Strategic Reorganization
We restructured the navigation and homepage to make VAN’s mission, programs, and resources easier to discover. Two main offerings—Aging With Gusto and Wellness 50+—were given clearer entry points and individual landing pages.
Visual Accessibility & Community Tone
Using warm tones, increased color contrast, and approachable imagery, we crafted a visual style that feels both professional and welcoming to an older demographic. The site was built to WCAG accessibility standards, ensuring legibility and keyboard navigation.
Simplified CMS
We migrated the entire site to Squarespace, giving the VAN team full editing capabilities without relying on external developers. Training and modular page templates were included so the team could easily publish press, events, and blog posts.
Fundraising Optimization
Donation buttons were made more prominent, placed in the header and throughout key engagement pages. We also set up embedded email capture forms to support long-term donor and subscriber growth.
Brand Deck
Designing with Empathy and Accessibility at the Core
To support the site redesign, we created a complementary brand identity system that reflects VAN’s warmth, credibility, and mission.
Results
Increased Site Engagement
Users now navigate with ease across programs, press, and events—leading to longer sessions and better engagement.
Easier Staff Updates
The VAN team now maintains their own site effortlessly, publishing events and resources without technical roadblocks.
Stronger Community Impact
With a design that reflects the vitality of their audience and mission, VAN’s new website helps them better advocate for older adults across Minnesota.
Conclusion
By focusing on speed, storytelling, and simplicity, MoonRise delivered a site that communicates BMB Athletics’ unique value while making it easy for new athletes to get started. It’s a fast, focused platform built for action—just like the brand itself.
