West End Neighborhood House
For more than 140 years, West End Neighborhood House has been a cornerstone of Wilmington’s community life, helping families find housing, employment, education, and financial stability under one roof. Their impact touches nearly every part of community life, but with so many programs serving so many different needs, their website had become difficult to navigate.
We partnered with West End to refresh their brand identity and create a digital presence that could meet the needs of everyone, from job seekers to parents looking for childcare. The goal was to bring clarity and structure to their communications while keeping the warmth and accessibility that have defined West End for generations.
Scope of Work
- Branding & Logo Design
- Website Copywriting, Design & Development
- Branded Assets
- Print Materials
One House, Many Doors
West End Neighborhood House operates programs spanning housing assistance, workforce development, youth and family services, education initiatives, and financial counseling. This breadth of impact is a greatest strength, but it was also creating confusion.
Their previous website had multiple navigation systems competing for attention. Outdated content from decades past cluttered the experience. Small “stub” pages could leave visitors with more questions than answers. Most critically, it was difficult for community members to understand the full scope of support available to them.
Our challenge was to create clarity without sacrificing the sense that West End truly does serve the whole community. We needed a structure that could handle complexity while feeling simple and welcoming.
A Brand That Opens Its Doors
The new logo set the tone for everything that followed. We moved away from a literal cityscape toward a bold, simple mark: an open house frame. The design choice was intentional. The outline isn’t closed in. The “walls” remain open, communicating that West End’s doors are always open to the community. The simple geometric form is versatile enough to work across every touchpoint, from digital platforms to printed materials to branded signage. It’s modern without feeling cold, bold without being imposing.
West End truly does have so much “under one roof” and the logo now reflects that. At its core, West End is about creating a safe place where community members can find resources, opportunities, and support. The house frame reflects that sense of stability and belonging.
From Confusion to Clarity
The website overhaul demanded content strategy and stakeholder alignment. We worked closely with program directors across departments to consolidate scattered information and build a coherent narrative that told the organization’s story.
The new site introduced standardized program pages with clear descriptions, outcomes, and calls to action. We eliminated outdated content dating back to the 1990s. We clarified which programs were West End initiatives and which were partnerships. Most importantly, we created a single, intuitive navigation system that guides visitors to what they need without overwhelming them with choices.
Finding What You Need, Fast
If you’re a single parent looking for childcare assistance, you don’t want to wade through housing programs. If you’re seeking job training, you shouldn’t have to scroll past youth summer camps. And if you’re a grant writer researching West End’s impact, you need to see the full picture quickly.
We built a searchable, filterable program directory that lets visitors explore services by category, location, or keyword. It’s a simple feature that solves a complex problem: how do you make dozens of programs discoverable without forcing users to click through endless pages? Beyond the search bar in the site itself, uniting all programs into one site and unifying the content for each program makes it easier for search engines and LLMs to find the same information.
