Revamping the About Page for Clarity and Brand Alignment
Subject to Climate - About Us Page
SUMMARY
Subject to Climate is a nonprofit organization providing free climate change education resources to educators.
My Role
UX Designer
Duration
4 weeks
Tools
Figma
The Challenge
Without strong hierarchy or visual storytelling, the old About Us page made it hard for visitors to grasp who SubjectToClimate is and why they should trust the brand.
The Solution
The redesigned page establishes visual coherence with SubjectToClimate’s brand and uses clear information architecture and storytelling to communicate the organization’s mission and offerings at a glance.
PROJECT GOALS
Project Goals
Strengthen brand consistency across the website by aligning the About Us page with SubjectToClimate’s updated visual identity.
Enhance readability and content hierarchy to help users quickly understand SubjectToClimate’s mission and credibility.
Improve storytelling and engagement by visually communicating the organization’s purpose and values.
Clarify product offerings through better structure and concise descriptions, helping users see how SubjectToClimate supports educators and students.
Success Criteria
The page visually aligns with SubjectToClimate’s overall brand system (colors, typography, tone, and imagery).
Users can identify the organization’s mission and key offerings within 10 seconds of landing on the page.
Stakeholders report improved satisfaction with how the brand is represented visually and narratively.
Usability testing or feedback shows users find the layout intuitive and easy to scan.
Engagement metrics improve (e.g., increased time on page or click-throughs to product pages).
RESEARCH & INSIGHTS
Context Review
I began by reviewing the existing About Us page to understand its content structure, tone, and visual layout. The page lacked visual hierarchy, making it difficult for users to quickly grasp SubjectToClimate’s mission and offerings.
Key Insights
The overall design does not reflect SubjectToClimate’s friendly and approachable brand identity.
Non-functional content blocks occupy unnecessary space and distract users from key information.
Inconsistent spacing disrupts visual rhythm and reduces scannability.
Irregular layout and hierarchy create low visual distinction between elements, making it harder for users to identify important content.
False affordances in widget design mislead users to perceive non-interactive elements as clickable.
Design Brief
The design brief called for a refreshed About Us page aligned with SubjectToClimate’s updated brand identity. The main goal was to modernize visuals and ensure consistency with the rest of the site.
Mood Board:
Competitive Scan
I conducted a light competitive review of similar educational nonprofit and climate-focused organizations’ About pages. While most provided strong storytelling, few clearly communicated their offerings. This reinforced the need for a concise and structured presentation of SubjectToClimate’s products.
Content & Hierarchy Audit
To create a more cohesive and engaging About Us experience, I restructured both the content hierarchy and visual layout of the page. The original design presented information in a scattered way, making it difficult for users to understand who SubjectToClimate is and what it offers.
I reorganized the content to follow a clearer narrative:
Who we are – introducing SubjectToClimate’s mission and values.
What we offer – presenting products and programs in a concise, scannable way.
Our impact – showcasing credibility through data and stories.
How to get involved – guiding users toward action and deeper engagement.
Alongside the hierarchy updates, I addressed several key UX and UI details:
Remade widgets that previously lacked visual affordance to make them more intuitive and interactive.
Refined spacing and alignment for improved readability and rhythm.
Redesigned the product display to better highlight each offering without overwhelming users.
Integrated more human imagery to make the page feel approachable and emotionally resonant.
Aligned visuals and components with the main site’s updated design system to ensure brand consistency.
These changes created a cleaner flow of information, strengthened visual coherence across the site, and helped users quickly understand SubjectToClimate’s mission and offerings.
DESIGN
Before
After
