Lifedge Marketing
Certain Hope
Community
Brand Blueprint & Website Redesign
StoryBrand messaging, PEACE sound bites, and three visual design directions — everything needed to rebuild certainhopecommunity.org from the ground up.
01 · Messaging Foundation
StoryBrand BrandScripts
Three audiences. Three scripts. Each one positions Certain Hope as the trusted guide — not the hero. The families, donors, and volunteers are the heroes.
Shared Villain — What All Three Audiences Are Fighting Against
Isolation. The silence that surrounds families raising children with disabilities — the cultural assumption that they should figure it out alone, the lack of accessible community spaces, and the systems that make belonging feel like a luxury rather than a right. Certain Hope exists to break that silence.
Step 1 · Character
The Hero
Parents and caregivers raising children with disabilities who want to feel understood and find a community where their family truly belongs — without having to explain themselves every time they walk into a room.
Step 2 · Problem
What They're Up Against
External No free, accessible community events designed specifically for their family.
Internal They feel isolated, exhausted, and invisible — like nobody truly understands their daily reality.
Philosophical Families navigating disability shouldn't have to face it alone. Every family deserves a community that gets it.
Step 3 · Guide
How Certain Hope Shows Up
Empathy: "We know what it feels like to show up to a family event and spend the whole time managing, explaining, and apologizing. That's not community — that's survival. We built something different."
Authority: Founded by a family living this reality. 100+ families served. 30+ free events per year in Grand Rapids. Candid Gold certified nonprofit. Faith-rooted and community-vetted.
Step 4 · Plan
Three Simple Steps
1. Find us online or on Facebook and say hello.
2. Come to your first free event — no cost, no commitment, no explanation needed.
3. Find your people and stop navigating this alone.
Step 5 · Call to Action
What to Do Next
Direct: Find a free event near you
Transitional: Join our private Facebook community
Steps 6 & 7 · Stakes
Success & Failure
Success: Your family has a place to belong. Your child makes friends who understand them. You find other parents who get it — without a single explanation.
Failure: Another season passes in isolation. Your child misses out on friendships. You keep white-knuckling through without support.
Step 1 · Character
The Hero
Generous individuals, churches, and businesses in the Grand Rapids community who want to make a tangible difference for families facing hardship — and want to know their gift actually matters, not just disappear into overhead.
Step 2 · Problem
What They're Up Against
External Most nonprofits can't show them specifically where their money goes or what it actually funded.
Internal They feel uncertain — they've given before and wondered if it actually helped anyone.
Philosophical Donors deserve to see the real impact of their generosity — not vague promises, but specific outcomes.
Step 3 · Guide
How Certain Hope Shows Up
Empathy: "You want to give in a way that actually changes someone's day — not just write a check and hope. We feel the same way about every dollar entrusted to us."
Authority: Candid Gold certified for financial transparency. 100+ families served. 30+ free events per year. Zero cost to attendees. Faith-rooted nonprofit, community-vetted in Grand Rapids.
Step 4 · Plan
Three Simple Steps
1. See exactly how Certain Hope uses donor funds — every dollar tracked and reported.
2. Choose a giving level that matches your heart and capacity.
3. Watch your gift fund real events for real families this year.
Step 5 · Call to Action
What to Do Next
Direct: Give now — fund a free family event
Transitional: See our 2025 impact report
Steps 6 & 7 · Stakes
Success & Failure
Success: You know exactly where your money went. A family who would have stayed home showed up to an event you funded. Children made friends. Parents found community.
Failure: Families in your own city remain isolated. Events get scaled back. A donor who could have changed that never found the right place to give.
Step 1 · Character
The Hero
Compassionate individuals from churches, businesses, and the general community who have time, skills, or energy to give — and want to invest them somewhere meaningful rather than just filling a slot.
Step 2 · Problem
What They're Up Against
External Most volunteer opportunities are disorganized or assign them to tasks that don't use their heart for service.
Internal They feel underutilized — like they have something real to offer but can't find the right fit.
Philosophical People with a heart for service deserve a clear, easy path to actually serve — not busywork.
Step 3 · Guide
How Certain Hope Shows Up
Empathy: "You've probably signed up to volunteer somewhere and ended up folding napkins for two hours. We don't do that. We need people who want to actually be present with families."
Authority: Organized, event-driven volunteer structure with clear roles. Faith-rooted team culture. Real relationships built on the ground. Trusted by 100+ families.
Step 4 · Plan
Three Simple Steps
1. Tell us you're interested — no commitment yet, just a conversation.
2. Learn about our next event and what we need from you.
3. Show up, serve, and become part of the Certain Hope family.
Step 5 · Call to Action
What to Do Next
Direct: Sign up to volunteer at our next event
Transitional: Follow us on Facebook to see what events look like
Steps 6 & 7 · Stakes
Success & Failure
Success: You show up and leave knowing you made a difference. You build real relationships with families and other volunteers. You become a regular part of something that matters.
Failure: Events happen without enough hands. Families get less personal attention. A volunteer who would have loved this community never found their way in.
02 · Elevator Pitches
One-Liners
Under 30 seconds spoken. Clear enough that a stranger knows exactly what Certain Hope does — and for whom — after hearing it once.
For Families
"Most families raising children with disabilities feel like they're doing it alone — because they are. Certain Hope creates free outdoor and community events in Grand Rapids where families can finally belong, connect, and breathe — surrounded by people who already get it."
For Donors
"Most donors want their generosity to land somewhere specific — not disappear into overhead. Certain Hope is a Candid Gold certified nonprofit that runs 30+ free annual events for 100+ families raising children with disabilities in Grand Rapids, and we can show you exactly where every dollar goes."
For Volunteers
"Most volunteers end up doing work that doesn't feel meaningful. Certain Hope runs hands-on, relationship-based outdoor and community events for families raising children with disabilities — and we need people who want to actually show up, be present, and be part of a community that runs on that kind of service."
03 · Conversational Framework
PEACE Sound Bites
Five-part messaging sequences for conversations, social posts, fundraising pitches, and volunteer asks. One complete set per audience.
Families — Parents & Caregivers Raising Children with Disabilities
Problem
Empathy
Answer
Change
End Result
Donors — Individuals, Churches & Businesses Who Want Real Impact
Problem
Empathy
Answer
Change
End Result
Volunteers — People with Time, Skills & a Heart for Real Service
Problem
Empathy
Answer
Change
End Result
04 · Visual Identity
Design Directions
Four distinct visual approaches — all built on the same StoryBrand structure. Andy chooses the direction; the messaging stays the same across all four.
Direction 01
Rooted in the Outdoors
Earthy, authentic, grounded. Feels like stepping into the outdoor events where families find belonging.
Color Palette
Deep Forest Green
#2D4A3E · Primary
Warm Amber
#D4821A · Accent / CTA
Warm Cream
#FAF7F2 · Background
Sage
#7A9E7E · Soft Neutral
Typography & Feel
"You were never meant to do this alone."
Cormorant Garamond Italic + Nunito · Candid golden-hour photography · Natural textures
Best If
Andy wants the site to feel like a natural extension of the outdoor events — familiar and welcoming to existing community members right from the start.
For Families
Find your people. All events are free.
Find Events →
For Donors
Your gift funded 30 events last year.
Give Now →
For Volunteers
Have time and a heart for this?
Get Involved →
Direction 02 · ★ Recommended
Hope & Light
Modern nonprofit credibility. Positions Certain Hope alongside charity:water — energizing, aspirational, and built to convert donors.
Color Palette
Deep Teal
#1B4F72 · Primary
Sunshine Yellow
#F4C430 · Accent / CTA
Clean White
#FFFFFF · Background
Light Sky
#E8F4FD · Soft Fill
Typography & Feel
"100+ families. Zero cost. 100% belonging."
DM Sans Bold + DM Serif Display · Bright, high-key joyful photography · Impact data visualization
Best If
Growing donor revenue is the primary goal. This direction signals professionalism and impact-driven accountability to donors, grants, and corporate sponsors.
For Families
Free events. Your family belongs here.
See Events →
For Donors
$50 funds one family's event supplies for a year.
Give Now →
For Volunteers
Your time makes these events happen.
Sign Up →
Direction 03
Faith & Sanctuary
A digital safe place. Intimate, pastoral, deeply empathetic. Designed for families who find the site in a vulnerable moment.
Color Palette
Soft Terracotta
#C4704F · Primary
Warm Sage
#8DAF8A · Accent
Linen White
#FDF9F4 · Background
Dusty Rose
#F0E0D8 · Soft Fill
Typography & Feel
"You are seen. You are not alone."
Lora Serif + Source Sans 3 · Intimate close-crop photography · Psalm 19:1 woven naturally
Best If
Reaching new families in a vulnerable moment is the priority. This direction meets them exactly where they are — and the copy tone works regardless of which visual direction Andy chooses.
For Families
No explanations needed here.
Find Events →
For Donors
Every dollar keeps this free for every family.
Give →
For Volunteers
Bring your time. We'll use it well.
Serve →
Direction 04 · ⭐ Brochure Palette
Rooted & Credible
The brochure's deep blue-green soul, fused with the outdoor warmth of Direction 1. Familiar to anyone who's held a Certain Hope brochure — and modern enough to earn donor trust.
Color Palette
Deep Blue-Green
#1B4A5F · Primary
Warm Yellow-Green
#D4B84A · Accent / CTA
Soft Sage
#6B9E7E · Support
Warm Cream
#FAF7F2 · Background
Typography & Feel
"Belonging looks like this."
DM Sans Bold + Nunito · Warm cream backgrounds · Candid family photography with natural green-gold tones · Echoes the ITC Franklin Gothic feel of the printed brochure
Best If
Andy wants visual continuity with existing printed materials. The palette matches what the community already recognizes from the brochure — while gaining the modern credibility of Direction 2 for donors and sponsors.
For Families
All events are free. Your family belongs here.
Find Events →
For Donors
100+ families. 30+ events. Zero cost to attend.
Give Now →
For Volunteers
Your presence makes these events possible.
Sign Up →
Side by Side
| D1 · Rooted | D2 · Hope & Light ★ | D3 · Sanctuary | D4 · Brochure Palette ⭐ | |
|---|---|---|---|---|
| Primary Strength | Authenticity & familiarity | Donor conversion | Family emotional resonance | Brochure continuity + credibility |
| Tone | Earthy & warm | Modern & credible | Intimate & pastoral | Grounded & trustworthy |
| Donation Page | Story-driven | Giving tiers — strongest ★ | Soft & narrative | Giving tiers + warm narrative |
| Faith Expression | Nature as canvas | Subtle, integrated | Woven throughout ★ | Natural, never forced |
| Grant / Sponsor Appeal | Moderate | Highest ★ | Moderate | High |
| New Family Connection | High | High | Highest ★ | High |
| Brand Continuity | Moderate | Low | Low | Highest ★ |
05 · Website Scope
Site Architecture
8 pages, all built mobile-first. Each page has a primary audience and a clear StoryBrand-structured job to do.
01
Home
Three-audience hero, impact stats, how it works, Facebook events feed, donate CTA
02
About
Andy as guide, founding story, mission, faith roots, Candid Gold, founder story video
03
Events
Eventbrite calendar integration, upcoming events, photo gallery from past events, "what to expect" video
04
Families
Empathy-first landing page — PEACE messaging, testimonials, event finder
05
Donate
Impact-driven giving tiers, PayPal + Venmo + by mail giving options, Candid badge
06
Volunteer
Clear CTA, role descriptions, Eventbrite sign-up form
07
Newsletter
Signup + past issue archive
08
Contact
Simple contact form, social links, Grand Rapids location context
Key Technical Upgrades
Donation: PayPal + Venmo + By Mail
Three giving paths — PayPal (credit card accepted, no account needed), Venmo charity handle, and by-mail check option. No Stripe.
Eventbrite Integration
Event and volunteer sign-up powered by Eventbrite. Public listings feed directly into the Events and Volunteer pages.
Facebook Feed Embed
Public Facebook posts displayed on the homepage — full-width, photo-forward. Keeps event visibility high without relying on SEO alone.
Social Channels
Facebook, Instagram, YouTube, and a podcast. All linked from the site header and footer. YouTube videos embedded on About, Events, and Donate pages.
Google Analytics 4
GA4 + Search Console installed from day one. Know who visits, where they come from, and what they do.
Local SEO
Grand Rapids, MI schema markup throughout. Google Business Profile linked. Families in GR find you first.
Language Update
"Disabilities" replaces "special needs" everywhere on the site, per Certain Hope's intentional shift.
Mobile-First Build
The current site fails on mobile entirely. Every page built responsive from the first pixel.
Candid Gold Badge
Financial transparency certification displayed prominently on Home, About, and Donate pages.
06 · The Road Ahead
Next Steps
One decision unlocks everything. Andy picks a direction, and we build from there.
Choose a design direction
Pick D1, D2, or D3 — or tell us what to blend from each. We lock in the visual direction before any design work begins. The messaging stays the same across all three.
Review & refine the BrandScripts
Andy reviews the three BrandScripts and PEACE Sound Bites with his team. We refine language, confirm the tone, and lock in the messaging foundation before writing a single page.
Wireframes — Home + Donate pages
Structural wireframes for the two most critical pages before moving to full comps. Confirms layout, content flow, and audience routing.
Full design comps — all 8 pages
Every page designed in the chosen direction. Andy reviews and approves before development begins. No surprises in the build.
Build, test & launch
Mobile-first WordPress build. PayPal + Venmo giving live. Google Analytics on. Local SEO configured. Language updated. Eventbrite + Facebook feed connected. Site goes live — and Certain Hope finally has a front door that works.