Designing a site that shifts the narrative on caregiving

The Challenge

Caring Across Generations aims to transform cultural norms and narratives about aging, disability, and care in America, and to change policy in tandem. The organization needed a website that would better reflect the people it serves and facilitate easy access to its many critical resources and advocacy campaigns. Online advocacy is a vital part of how the organization achieves impact, so creating a strong brand and coordinated digital strategy was paramount.

Sectors

Platform

Services

An organization’s website should reflect the community it serves–on the front and back-end.

To reflect its community of caretakers and recipients, we revitalized the visuals and imagery on Caring Across Generations’ new site. We also made sure the user experience was reflective of the community’s needs, increasing accessibility for the elderly and people with disabilities.

Bold and clean

We designed the new website to embody the organization’s spirit of compassion, adhering to the organization’s brand guidelines while evolving the aesthetic to feel more contemporary. The collage-style imagery throughout the site creates a sense of fun and community.

Intuitive navigation

The Caring Across team told us they were fielding requests for the same information over and over again. That input was useful in figuring out what resources, campaigns, and other content to surface on the site for partners, funders, and the media, saving team members’ valuable time.

Donations, in a click

We embedded the EveryAction fundraising platform seamlessly into the Caring Across website, making it easy for supporters to donate. The contribution page is now clear about how donations are used, which builds trust.

“ From the outset, Firefly truly understood our organization’s vision and needs. They guided us through best practices to reimagine our brand and website while staying true to our roots. Now, our digital home authentically represents our mission and serves our community.”

Sadé Dozan

Chief of Development & Operations

Maintenance

WordPress’ intuitive CMS can make nonprofit professionals’ jobs easier–if it’s leveraged correctly. We cleaned up the Caring Across website CMS to make it easy to maintain, freeing up valuable time for the team to focus on advocacy.

More Care On-Screen

Part of Caring Across Generations’ mission is to shift the narrative around caregiving. Celebrities including Seth Rogan and Meg Thee Stallion make up its Creative Care Council, amplifying caregiving stories and advocating for change.

Media representation matters. For the Care Inclusion Playbook, we created a new resource for the site that provides valuable tips on incorporating caregiving into film and TV. “More Care On-Screen” strikes the balance between being visually striking and usable.

An award-winning website

Our work with Caring Across Generations was recognized by the Anthem Awards, which honor the purpose and mission-driven work of people, companies and organizations worldwide. This recognition goes beyond just building a website – it’s about creating a platform that empowers advocacy, connects communities, and drives meaningful change. We’re honored to have played a part in amplifying the critical work Caring Across does to support millions of Americans.