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Grassroots Wildland Firefighters

Animated preview of the redesigned Grassroots Wildland Firefighters website, showcasing smooth scrolling, bold firefighter imagery, clear navigation menus, and prominent calls to action for donations and legislative support.
Jess-DeBoer-Grassroots-Wildland-Firefighters-portfolio-2

Grassroots Wildland Firefighters is a nonprofit amplifying the voices of federal wildland firefighters in their fight for legislative reform, fair pay, and health support. I led a full-scale website redesign to transform their digital presence into a compelling, action-oriented platform that captures the urgency of their mission and builds public support.

 

Goals

  • Elevate brand authenticity and emotional impact
  • Streamline user navigation and content structure
  • Drive supporter engagement, newsletter signups, and donations
  • Optimize for SEO and mobile responsiveness

Approach

I conducted a strategic audit of the existing site and stakeholder interviews to align design decisions with advocacy goals. We restructured the site architecture around clear user journeys—for supporters, firefighters, media, and policymakers. I restructured content for clarity, impact, and accessibility, pairing it with bold visuals and storytelling that centered around the lived experience of wildland firefighters.

Key Outcomes

  • Improved content organization and structure
  • Clearer calls to action for donations, petitions, and newsletter signups
  • Stronger narrative and emotional connection through firefighter testimonials, accomplishments, issue timelines, and legislative tracking
  • Mobile-first design

The redesign empowers Grassroots Wildland Firefighters to mobilize public awareness, grow their base, and influence meaningful policy change—honoring those on the front lines with a digital platform that matches their grit and purpose.

 

Check out the live site!

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Date:

August 8, 2025

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