Building a Digital Home for a Growing Mission
When Julie first reached out to me, Daisie Foundation was already doing incredible work—surprise celebrations for underrepresented communities, empowerment programs, and access to resources that create real change.
“When we first reached out to Crystal in 2017, we needed a clean, easy-to-use website that could clearly share our mission, help us grow, and support donor and volunteer engagement,” Julie explains.
At the time, I worked with Lynda of Greenstar Paperie to develop Daisie’s brand foundation—including a new logo, robust color palette, and guidelines for each initiative, including sublogos. We also built Daisie an initial website with this new brand presence, yet it wasn’t a one-and-done project.
I’ve designed and launched three complete websites for Daisie Foundation—each one evolving with the foundation’s growing mission. And it’s been a partnership I’m proud to be part of.
"Crystal is incredibly talented and passionate—working with her has been one of the best and most consistent parts of building our nonprofit websites over the years."
The Challenge:
Understanding the Continued Need
I understood the initial project—and our continued work together—wasn’t just about making things look pretty. Daisie Foundation needed a strategic system that could organize years of content, showcase multiple initiatives across three cities, and present their impact in a way that would open doors with major funders.
What started as programs and events for Chicago-area children grew into something much bigger, spreading across Chicago, Milwaukee, and Houston. As the foundation grew, the initial website we built needed even more bells and whistles. Press mentions piled up. Event photos multiplied. New initiatives launched. And all of it lived in a digital space that didn’t reflect the impact they were actually achieving.
“Crystal understood our mission right away and brought thoughtful ideas that aligned with what we were trying to build,” Julie says. “Her heart for people and her level of expertise made the decision to hire her easy.”
Making Complex Things Simple Yet Comprehensive
Together, we built something comprehensive: a brand system where each initiative got its own visual identity that still felt unmistakably Daisie. The website itself became a robust platform with custom post types for press coverage, event recaps, and announcements—all organized with smart filtering by initiative, city, and year.
But what mattered most to Julie was how I made it all make sense.
"Her process is thoughtful, clear, and never overwhelming. She breaks things down in a way that makes sense and explains everything in plain language. What stood out most is how much she actually cares—about the project, the people, and getting it right. We never felt lost or intimidated, just supported and empowered."
For Julie and her team, my education-first approach made all the difference in making them feel confident about managing the website.
The Transformation:
A Website Worthy of Notice
The transformation was immediate and ongoing. “Since launching, we’ve seen a noticeable increase in engagement and interest from partners, sponsors, and supporters,” Julie shares. “The new site finally feels like ‘us,’ and that it truly captures the heart of our work.”
Plus, the feedback has been overwhelming—in the best way. People tell Julie constantly that the website truly captures what Daisie Foundation is all about. Board members appreciate how professional it looks. Sponsors can easily see the breadth of their work. And the system I built can grow as the foundation grows.
“Crystal consistently delivers.” Julie continues, “She quickly took our vision and turned it into a beautiful, functional site that truly reflects who we are.”
Bringing the Brand to Life, Everywhere
Daisie’s brand doesn’t stop at the screen. Working alongside Lynda, I’ve helped extend the website’s look and feel into their in-person world too—save-the-dates that promote attendance and encourage donations, press materials, and sponsorship packages designed to help secure bigger partnerships. Then there’s all the event-day detail: welcome and directional signage, tabletop QR codes for on-site giving, stage and photo backdrops, and materials for their luncheons, from programs to presentation slides.
It’s all part of making sure Daisie looks like Daisie, everywhere their supporters meet them.
"Crystal is the real deal—creative, transparent, professional, and deeply invested in her clients' success. Her ability to listen, interpret, and execute with clarity and excellence is something we've come to expect from her work."
Beyond a Working Partnership
Eight years into our partnership-turned-friendship, Julie doesn’t just see me as her web designer anymore. “She’s not only a creative expert—she’s a true partner: reliable, thoughtful, and mission-driven. She brings clarity to your message, elevates your brand, and makes the entire process feel collaborative and empowering.”
Her advice for anyone nervous about working with a designer? “Crystal makes the process feel approachable from day one. She listens, asks great questions, and explains things in a way that’s easy to understand. For anyone nervous about working with a designer, I’d say—Crystal meets you where you are and helps you bring your vision to life without being overwhelmed.”
Today, Daisie Foundation has a digital presence and physical marketing assets that match their real-world impact. They’re positioning themselves as a household name in philanthropy, attracting national sponsors, and continuing to expand their reach—and I’m grateful to be their trusted partner through it all.
