Points of Light Oakland

Brand Identity • Web Experience • Digital Systems

Overview

Points of Light Oakland exists to bring hope and opportunity to underserved communities. My role was to help that mission show up clearly and credibly, online, in print, and in every digital touchpoint.

What began as a brand refresh became a deeper partnership: shaping a scalable identity system and rebuilding their digital experience to better serve families, donors, and community partners.

The Challenge

The organization had a strong mission, but their digital presence didn’t reflect it.

Key Issues:

  • A slow, hard-to-navigate website
  • Inconsistent messaging across platforms
  • Limited accessibility and SEO performance
  • No clear path for supporters to engage or give

The goal wasn’t just to “make it look better,” but to make it work better.

The Approach

I focused on clarity first—both visually and structurally.

  • Brand System: Designed a flexible identity that could scale across programs, print, and digital without losing integrity.

  • UX & Web Redesign: Rebuilt the website with performance, accessibility, and SEO as first-class design decisions.

  • Conversion & Engagement: Simplified navigation and messaging so users could quickly understand the mission and take action.

  • Commerce Integration: Designed and launched an online store to support fundraising and community initiatives.

Key Deliverables

  • Dual brand identity (Points of Light + The Residency)
  • Website redesign focused on speed, accessibility, and clarity
  • Integrated WooCommerce store
  • Landing pages for campaigns and programs
  • Presentation decks, marketing assets, and social content
  • Brand guidelines to ensure long-term consistency

Impact

  • Performance: Significant improvements in Lighthouse scores across performance, accessibility, and SEO
  • Clarity: A more focused narrative that resonates with both families and donors
  • Scalability: A system that the organization can grow with, not outgrow
  • Trust: A digital presence that reflects the credibility and care behind the mission

Reflection

Good design isn’t decoration, it’s alignment.

When brand, UX, performance, and content work together, people don’t have to think as hard. They just feel confident moving forward.

That’s the standard I aim for in every product and experience I help shape.

Thomas didn’t just help us look better—he helped us communicate who we are and why we exist. From shaping the brand identity for Points of Light and The Residency to rebuilding our website and clarifying our message, he became an essential part of our team.

Jonathan Fuentes - Points of Light

Good Work Starts With Good Conversations

If something here resonated, I’d love to connect. I believe the best work is built with clarity, trust, and people who care about what they’re creating.

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