Case Studies
Case Study I:
JFCS of Monmouth County
NONPROFIT ORGANIZATION: JFCS OF MONMOUTH COUNTY
Jewish Family & Children's Service of Monmouth County (JFCS) is governed by a Board of Directors of 17 Monmouth County residents and employs 19 professionals. 100% of the board members make annual donations to the Agency’s 3.4 million dollar budget. JFCS offers the most comprehensive Health and Wellness, Food Security, Holocaust Survivor and Senior Programs in Monmouth County.​
VISION
PURPOSE
​​​​STORY
In the realm of nonprofits, tight budgets often pose a significant challenge, with limited funds available for marketing endeavors. Many organizations view allocating resources to marketing as risky, fearing it may detract from crucial financial needs earmarked for other programs.
​
However, in 2023, a new Executive Director infused JFCS with a fresh vision aimed at elevating and expanding its reach to attract new donors and clients. Yet, the real challenge lay in convincing the 17-person Board of Directors to greenlight a budget for this transformative project, where none existed before.
​
Through diligent effort and a compelling rebranding presentation to the full Board, we outlined the rebranding process and detailed the specific steps that would ensure a successful launch. As understanding of the proposal for Brand Messaging grew clearer, approval was secured. The result? JFCS witnessed tangible results immediately, receiving donations on the very first day of their website launch.
​
LONG TERM STRATEGY OVER SHORT TERM GAINS
​
GOALS
​
-
Increase Donations
-
Gain New Clients
​
OBJECTIVE
Enhance JFCS's Brand Messaging Strategy by cultivating Clarity, Confidence, and Consistency across their messaging, website, and logo. Craft a compelling narrative that effectively communicates their Purpose, Mission, Vision, and Values. Develop Messaging Pillars to maintain Clarity and Consistency in their communications. Formulate a compelling Value Proposition and craft a tagline that inspires donations and resonates with individuals seeking assistance. Implement a user-friendly interface with clear Calls to Action (CTA) to facilitate engagement and support.
​
ISSUES
​
-
Dated website
-
Unmemorable logo
-
Inconsistent messaging, confusing and unclear
-
Not receiving regular donations
-
Donors need to be redirected twice before reaching the Donate page
-
People struggle to find the information they needed
-
Not an easy to navigate programs, register, or inquire
-
Uninspiring website and with no engagement
-
Too much text, few, images or colors, and no Calls to Action (CTA)
​​
REBRANDING PROCESS
Through a series of comprehensive Discovery Sessions involving both the President of the Board and Executive Director, we delved deep into the essence of JFCS. We uncovered their Purpose, Mission, Vision, and Values, laying the groundwork for clarity. Following this, we conducted a thorough competitive analysis of similar nonprofit organizations and identified their ideal donors and clients. This wealth of information was synthesized into a cohesive package, comprising a Value Proposition, Tagline, Brand Messaging Pillars, a distinct Brand Voice, and Visual Identity, all tailored to elevate the JFCS brand.
​
RESULTS
Achieved remarkable success with the launch of our website, garnering both donations and inquiries right from the start. This accomplishment was driven by our impactful strategies:
-
Clear Value Proposition
-
Video Marketing Narrative
-
Powerful Tagline
-
Strong Brand Messaging Pillars
-
Memorable Logo
-
Responsive Website
-
An Easy-to-Use User Interface
-
Easy Donate
-
Ensuring Clear and Consistent Brand Messaging across all platforms
Mission Statement
Revised Mission Statement for Profound Impact and Clarity.
BEFORE
The mission of Jewish Family & Children's Service of Monmouth is to provide innovative, responsive, cost effective, non-sectarian human services that enhance the quality of life for children, families and the aged in our community, while reflecting the shared compassion, ancient wisdom and unifying traditions of Judaism.
AFTER
Do everything possible to create health and happiness in our community by providing the best social services, delivered by exceptional people.
Purpose
JFCS of Monmouth County did not have a clear Purpose statement when we started. Their Purpose statement culminated from a series of Discovery Sessions:
​
Building a future where everyone in our community can live healthy and fulfilled lives.
Value Proposition
Through a series Discovery sessions we established their exact Value Proposition.
Jewish Family & Children’s Service believes in Tikkun Olam, repairing the world. We do this by connecting those in need, of any denomination, age or economic background to the highest quality care, empowering those individuals to thrive.
We offer the best and most comprehensive Health and Wellness, Food Security, Holocaust Survivor and Senior Programs in Monmouth County, helping individuals achieve stability, and live with dignity.
Video Narrative
Utilizing text-to-video AI technology, powered by Aug-X Labs, we revolutionized the JFCS Value Proposition by transforming it into a polished video presentation. Aug-X intelligently translated our text-based Value Proposition into a visually captivating video by selecting relevant images aligned with keywords. With a distinctive voiceover selected, our narrative seamlessly unfolded, bringing our story to life. Remarkably, this professional-grade video was produced in under an hour.
Tagline
JFCS of Monmouth County embarked on our journey without a tagline. Through a series of intensive Discovery sessions, we unearthed their definitive Vision:
​
Quality Life for All
Jfcs Logo
Tranforming their logo into a memorable Brand Identity.
BEFORE
Stock Image, no clear Vision.
AFTER
Bold lettering, Color Palette, Vision.
Website Pages
Before & After
Redesigned website pages with a focus on
Clarity, Confidence, and Consistency.
PAGE Home: BEFORE
There is no clarity about what they do. There are no brand colors. The main image isn't engaging. The menu is hard to read. There is no CTA.
PAGE About Us: BEFORE
People only read about 27% of any given page. There is all text, no image engagement, clear vision, purpose or mission.
PAGE Services: BEFORE
There is too much text, images that don't tell a story, aren't engaging, and no clear CTA,
PAGE Home: AFTER
There is Clarity about what they do. There is a brand palette. The main image is engaging. The menu is easy to read. There is a clear CTA.
About Us: AFTER
Text is separated. The image tells a story. The page demonstrates a clear vision, purpose and mission.
PAGE Services: AFTER
There are clear service choices, images that tell a story, are engaging, and have a clear CTA.
PAGE Counseling: BEFORE
There is no page clarity, text is all over the page. There are multiple categories with no descriptors, and no image for engagement.
PAGE Donate: BEFORE
There is no CTA, inspiration to give, and no engagement with colors or images.
PAGE Staff: BEFORE
An uninspired list of Staff, no colors or images.
PAGE Counseling: AFTER
There is program clarity, organized program information,multiple categories with descriptors, and image for engagement.
PAGE Donate: AFTER
There is inspiration to give, engagement with colors and images.
PAGE Team: AFTER
Inspired Team images, colors and contact.
PAGE Board of Directors: BEFORE
An uninspired list of Staff, no colors or images.
PAGE Board of Directors: AFTER
Inspired Team images, colors and contact.
Client Testimonial
Leslie Kornfeld, Executive Director, JFCS of Monmouth County
Having Esta establish our brand messaging, develop our logo, and design our new website was life-changing for our non-profit organization. She was able to capture the essence of what we do perfectly. We started receiving inquiries and donations from our new site the day it was launched. Working with Esta was a pleasure – she met with staff to get the most accurate information in a painless and enjoyable way. I give s.h.e. Consulting the highest recommendation.
Interested in learning more about how a brand transformation can help clarify your messaging and connect you with your ideal audience?
Case Study II:
The Natural Life Business Partnership
Brand Transformation for Natural Life Business Partnership (NLBP)
Overview:
Launched in 2016, Natural Life Business Partnership (NLBP) was in need of a complete rebrand to clarify its mission, improve its website, and streamline messaging. The founder had a strong vision but struggled with a text-heavy website, a challenging user interface, and unclear messaging. NLBP was ready to connect soul-aligned business owners and conscious leaders, but its brand identity didn’t yet reflect the global purpose it aimed to serve.
​
The Challenge:
NLBP's website was cluttered with too much text, making it difficult for visitors to understand the core mission. The interface was not user-friendly, and the lack of clear messaging meant potential members were unclear about the unique value of the community. The brand needed to be refined to better communicate its purpose and attract its ideal audience—soul-aligned entrepreneurs and conscious leaders.
​​
Our Solution:
Through our Discovery sessions, we delved into the heart of NLBP’s mission and arrived at the core concept: "Soul Professional". This defined the essence of the brand—business owners and entrepreneurs who align their business practices with their soul’s purpose.
I helped NLBP clarify its messaging and crafted a new tagline:
“Purpose Beyond Profit.” This statement encapsulated the organization’s mission and vision.
Additionally, I created:
-
A new logo to represent the brand’s evolved identity.
-
A redesigned website that was user-friendly and aligned with the new messaging.
-
A "Soul Professional" badge for the newly launched Soul Professional School, reinforcing the brand’s authenticity and focus on conscious leadership.
Results:
The rebrand positioned NLBP as a global leader for soul-aligned business owners, entrepreneurs, and conscious leaders. The new, streamlined website and messaging resonated with their audience, leading to:
-
An established global community of soul-aligned business owners and conscious leaders.
-
Several bestselling books launched by the founder on the subject of Soul-Aligned Business, driven by the clarity in her messaging.
-
Increased engagement and participation in NLBP’s programs and initiatives.
Clear Messaging: NLBP is a global professional organization for purpose-driven, soul-centered entrepreneurs.Their focus is on bridging the gap between business success and spirituality. Their branding aligns with their core values of professionalism, spirituality, and purpose-driven business.
Visual Impact:
-
Before and After Website: The website transformation made it more approachable, with a clean design, clear messaging, and a seamless user experience.​
-
Logo: A modern and meaningful logo that reflects the deeper purpose of NLBP.
-
Soul Professional Badge: A new emblem that symbolizes the community of soul-aligned professionals.
-
Books: Images of the bestselling books that now carry the essence of NLBP’s message to a wider audience.
​
PAGE Splash Page: BEFORE
PAGE About: BEFORE
PAGE Membership: BEFORE
Logo: BEFORE A nondescript Logo doesn't reflect Purpose
Membership Badge
PAGE Splash Page: AFTER
PAGE About: AFTER
PAGE Prouducts: AFTER
Logo: AFTER A modern and meaningful logo that reflects the deeper purpose of NLBP.
Best Selling Books
Client Testimonial
Camille L. Miller, 3x Best Selling Author, Founder, Soul Professional Business School Soul Professional Movement
Esta was the foundation for creating our company image and establishing our brand voice, allowing us to scale on a global level. Without her expertise and professionalism, I'm not sure I would have achieved what I have. She took time to understand our market and our vision before creating our messaging, website and logo. It was a game-changer. I highly recommend working with Esta to get your vision and message clear before jumping into your marketing plans.
Interested in learning more about how a brand transformation can help clarify your messaging and connect you with your ideal audience?
Case Study III
Never Off Duty (NOD)
When I partnered with NOD, the goal wasn’t just a cleaner website or sharper messaging — it was about helping them tell their story in a way that people could feel and rally behind. Alongside refreshing their visuals and gala materials, I connected their leadership with nonprofit resources, auctioneers, and donor mentors. Together, these changes gave NOD the clarity, confidence, and support they needed to attract new donors and move their mission forward.
​
Snapshot
-
Organization: Never Off Duty (NOD)
-
Sector: Nonprofit (water safety, lifeguard training, youth development)
-
My Role: Brand Messaging Architect & Creative Direction
-
Scope: Messaging foundation, website direction, UX/IA recommendations, CTA strategy, gala marketing collateral, strategic connections
-
Status: Messaging complete; website and collateral updates in progress
In a Nutshell
NOD engaged me to sharpen their purpose and clarify their mission to attract donors and increase visibility. When I began, the site was text‑heavy (images covered with dense copy), the palette skewed dark (maroon) and didn’t evoke an uplifting, lifeguard/water feel, and CTAs lacked clarity and energy. Gala marketing materials were unpolished. I established a clear messaging foundation, refreshed the creative direction to a lighter, brighter, safety‑forward look and feel, redesigned key gala assets, provided the website designer with a prioritized implementation plan, and connected leadership to external nonprofit resources and donor guidance.
Messaging Foundation
-
Purpose: Preparing our youth to survive challenges on land and water.
-
Mission: Aiding at‑risk youth to find careers in First‑Response by creating an environment for all children to learn to swim.
-
Vision: Empowering every child to learn to swim and avoid accidental drownings.
-
Positioning Direction: Community‑powered water safety & first‑response pathways for underserved youth.
-
Tone & Voice: Clear, direct, encouraging, action‑oriented.
Challenges Identified (Before)
-
Visual weight & readability: Overlays of text on imagery reduced clarity; overall palette (dark maroon) felt heavy and off‑brand for a water‑safety nonprofit.
-
Message sprawl: Long paragraphs and mixed messages diluted the core purpose/mission.
-
Weak CTAs: Buttons and microcopy didn’t guide donors, partners, or families toward clear next steps.
-
Gala collateral: Invitation and promotional pieces lacked polish and cohesion with the brand story.
-
Limited external connections: Leadership had limited access to donor networks, auctioneers, and nonprofit guidance.
Strategy
-
Simplify & center the core: Lead with Purpose/Mission/Vision and reinforce them consistently.
-
Brighten the brand world: Shift to a lighter, lifeguard‑and‑water‑inspired palette; increase contrast and whitespace for readability.
-
Clarify pathways: Redesign CTAs and navigation to highlight donor action, programs, and contact.
-
Elevate credibility: Professionalize gala materials and homepage hero to reflect program seriousness and donor trust.
-
Strengthen capacity: Connect NOD with nonprofit resources, donor development expertise, and auction support.
Execution Highlights
Creative Direction & Copy
-
Replaced dense hero copy with a single, memorable line: “Preparing our youth to survive challenges on land and water.”
-
Aligned site microcopy to action verbs (Give, Sponsor, Volunteer, Learn to Swim, Get in Touch).
-
Recommended a brighter water‑safety color palette and content reorganization, making for a more cohesive and concise message
Gala & Promotional Assets
-
Designed: Invitation, Watermen’s Ball poster, and website promo banner for event cohesion and clarity.
Website UX/IA Direction
-
Navigation: Prioritize donor journey; add direct links to Mission, Founder’s Bio, Swim Lessons, and Get in Touch.
-
Homepage: Replace image‑covered text and long slider paragraphs with concise messaging + strong CTAs.
-
CTAs: Update labels and hierarchy for clarity and conversion.
Strategic Connections & Guidance
-
Connected leadership with nonprofit resources to strengthen organizational structure.
-
Introduced auctioneers for the gala to ensure professional fundraising execution.
-
Facilitated connection with an executive director who provided guidance on donor cultivation and sustainable fundraising strategies.
​
Implementation Plan (Provided to Web Designer)
Watermen’s Ball Poster
-
Update the poster on this page:
https://neveroffduty.org/watermens-ball/
Homepage Poster Update
-
Replace current “lifeguards in Mexico” image with the Watermen’s Gala poster.
Instagram Button Fix
-
Update all Instagram buttons to:
https://www.instagram.com/neveroffdutynod/
Menu Bar Updates
-
Move SWIM LESSONS and GET IN TOUCH into the top menu.
-
Add MISSION and FOUNDER’S BIO to the top menu.
Homepage Text (Hero/Slider)
-
Replace large block of text with:
“Preparing our youth to survive challenges on land and water.”
Mission Text + Link
-
Place full Mission content in a dedicated section.
-
Add a Mission button in the menu linking directly to this section.
Founder Bio Page
-
Create a dedicated Founder’s Bio page for Jason Bitzer, with photos and provided content.
​
​
​
​
​
​
​
​
​
Early Outcomes / In Progress
-
Clearer story and visual direction approved.
-
Cohesive gala materials delivered to improve event promotion and donor confidence.
-
Strengthened leadership capacity by introducing donor development and fundraising resources.
-
Website updates queued for implementation to streamline donor and participant pathways.
*Note: Quantitative outcomes (donations, CTR, sign‑ups) to be tracked post‑launch.
​
​
​
​
Client Testimonial
Jason Bitzer, Founder, Never Off Duty (NOD)
Esta established the messaging foundation for NOD and instrumental in shaping our communication strategies moving forward.
Interested in learning more about how a brand transformation can help clarify your messaging and connect you with your ideal audience?