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Brand Vision was delighted to collaborate with a not-for-profit organization and was honoured to undertake the task of creating a sophisticated and polished website for a global not-profit organization like Dress for Success.

Case Study Contains
Dress For Success
Project Summary
Brand Vision's Role
Our Deliverables
Client's Responses
Brand Vision was delighted to collaborate with a not-for-profit organization and was honored to undertake the task of creating a sophisticated and polished website for a global not-profit organization like Dress for Success. During this project, Brand Vision effectively showcased the Dress for Success Toronto’s mission, which is to empower women to attain economic independence by providing a network of support, professional attire, and the necessary development tools to help them thrive in their professional and personal lives.
The Dress for Success web design is streamlined and user-friendly, providing a seamless user experience. Additionally, the website is designed with visually stunning animations that effectively capture the attention of visitors. Custom graphic design elements are also incorporated, enhancing the overall aesthetic appeal of the website.


Dress for Success has been a part of a global movement for change since 2009, providing assistance to more than 20,000 women in gaining economic independence. This well-affiliated international not-for-profit organization operates in over 143 cities and collaborates with agency partners, corporate sponsors, individual donors, and more than 100 dedicated volunteers to create tangible impact in the lives of women. With an unwavering commitment to empowering women, Dress for Success provides a network of support, professional attire, and development tools to help women succeed in both their personal and professional lives. The organization's mission is made possible through the dedication of a tremendously committed, energetic, and generous network of individuals.

The Branding: 

Brand Vision Marketing assisted Dress For Success in updating and modernizing its overall brand image. To achieve this, the first step involved adhering to the not-for-profit's strict branding guidelines to effectively communicate its identity and messaging. To reflect the not-for-profit's expertise and generosity, a color palette was followed, aimed to evoke feelings of trust and support. Furthermore, Brand Vision followed a professional, elegant, and easily readable font for Dress For Success's typography.

The overall branding was refreshed to give the not-for-profit a modern, professional, and cohesive appearance that would appeal to its target audience. This involved updating its visual elements, including its logo, color palette, and typography, while ensuring consistency across all marketing materials by following the not-for-profit’s style guide.

In conclusion, Brand Vision's branding services helped Dress For Success create a consistent and professional image that effectively communicated its identity and messaging. This resulted in increased trust and credibility among its target audience, and ensured the not-for-profit's brand was consistent across all digital materials.

The Copywriting: 

Brand Vision was entrusted with the task of following the Dress For Success's website’s strict guidelines regarding the copywriting material. The copywriting team expertly placed the content to ensure it was optimized for search engines, integrating pertinent keywords and phrases to enhance the website's search engine rankings. The outcome was highly informative and engaging content that positioned Dress For Success as a reputable and reliable authority in the not-for-profit sector. With the aid of Brand Vision's expertise, Dress For Success effectively conveyed its message and established meaningful connections with the people.

The Website:

Following an extensive analysis of Dress For Success's requirements, Brand Vision's team opted to use Wordpress with Elementor as the website design and development platform for the project. Wordpress's elegant interface enables designers to create bespoke and responsive designs. The platform's advanced editing tools, vast library of plug-ins, and coding capacity allow for the creation of visually striking and distinctive websites that cater to clients' specific needs and preferences.

For Dress For Success, Brand Vision developed more than 35 tailor-made pages with a custom code that spotlighted the not-for-profit's range of resources. Moreover, Wordpress's advanced functionality delivers a  versatile and user-friendly content management system that allows users to easily create, publish and manage their own websites and blogs. It offers a wide range of powerful features and customization options, such as themes, plugins, and widgets, that allow users to tailor their websites to their specific needs and preferences. This translates to a smooth user experience, empowering Dress For Success to create rich and engaging content that increases visitor engagement, conversion rates, and overall ease of use.

In addition to its design capabilities, Wordpress offers simple content management through Elementor, allowing Dress For Success to quickly and easily edit and update content as necessary. Furthermore, Wordpress delivers sturdy hosting and security features that ensure the website is both fast and reliable, with built-in SEO tools that optimize the site for search engines, extending its visibility and reach.

In conclusion, the Brand Vision team's choice of Wordpress as the platform for Dress For Success's website development provided the not-for-profit with a powerful and flexible platform for designing and developing a bespoke website that caters to their unique needs. The platform also offers a seamless user experience for visitors, contributing to increased engagement and conversion rates.

Key Features: 

The project's output is an elegant and sophisticated website featuring a contemporary design with seamless navigation, captivating animations, and exclusive graphic design elements. The fresh website effectively showcases the information on Dress For Success, differentiating them from others.

  • Custom Graphics: Graphic artwork for Dress For Success was created by a talented in house graphic designer.
  • Extensive UX/UI Research: Dress For Success website was crafted with the user at the forefront, emphasizing a user-friendly and intuitive experience. The Dress For Success website underwent a comprehensive UX/UI research project led by Brand Vision. The project involved identifying the target audience, as well as conducting usability testing to gain valuable insights into how users interact with the website and identify which features they find most valuable. Based on the research findings, our in-house UX/UI researchers made significant improvements to the website, including enhanced navigation, a streamlined donation process, and improved resource accessibility. Additionally, the researchers implemented a responsive design to ensure optimal accessibility on all devices. The resulting website is now more user-friendly, engaging, and closely aligned with the needs of the target audience. Thanks to these improvements, Dress For Success has observed increased user engagement with their programs and services, in addition to attracting more users to the platform.
  • SEO Strategy: Brand Vision implemented an effective SEO strategy to improve the visibility and ranking of Dress For Success website in search results. This involved optimizing various elements, such as the website's content, meta tags, and technical aspects, to make it more attractive to search engines.
  • Speed Optimization: Ensuring optimal speed and screen performance is essential for a successful website, and the team at Brand Vision gave careful attention to these factors during the web design process of the Dress For Success website. As a result, the website now loads with an exceptionally fast speed rate and operates seamlessly for users, regardless of their device or internet connection.
  • Screen Optimization: Dress For Success website was optimized using responsive design techniques for a range of screen sizes and devices. This allows the website's layout and content to adapt automatically to the size and resolution of the user's device, ensuring a seamless and consistent experience across all devices.
  • Mobile Optimization: The Dress For Success website was optimized for mobile devices by designing a layout and navigation system specifically for smaller screens and optimizing features for mobile users. The website's mobile version automatically adjusts to fit the dimensions of the device, ensuring a seamless and consistent experience for users on any device.

The Design:

In the process of website design, the selection and utilization of color is a crucial factor that greatly impacts the user experience. Designers who use Wordpress as their preferred platform for website development can align and match the client's vision seamlessly.

By adhering to Dress for Success's strict guidelines, designers can maintain consistency and cohesiveness in their color choices, creating a visually unified website that reinforces the brand's identity. The harmonious selection of colors can enhance the overall aesthetic appeal of the website, making it more engaging to users.

Furthermore, designers can incorporate color into graphic design elements such as images, icons, and typography to add visual interest and emphasize essential elements. By strategically using color, designers can guide the user's eye and improve the user experience.

In summary, Wordpress's design tools and color palettes enable designers to carefully plan and implement a unified color scheme that contributes to an attractive and effective website design.

Our Steps:

  • Before embarking onto the web design stage of Dress for Sucess's website, the Brand Vision team conducted an extremely comprehensive UX/UI research phase. This involved analyzing Dress for Sucess's target audience, and key trends in their industry. The team also identified the best practices in the field to ensure that the finished website would meet the specific needs and goals of the company.
  • To maintain an organized design process, the Brand Vision team created a detailed project plan that outlined all design and development tasks required, including timelines and milestones for the project. Asana was used to organize the project.
  • During the web design phase, the Brand Vision team used Figma to create wireframes and mockups of the website's layout and visual design. User feedback was used to test and refine the designs, ensuring the final design would be user-friendly and intuitive.
  • The development phase included building the website using Wordpress. Various features and elements were integrated, including an SEO strategy to improve search engine ranking and visibility. The website's content, meta tags, and technical elements were optimized to make it more attractive to search engines.
  • Before launching the Dress for Sucess's website, the Brand Vision team conducted thorough testing to ensure proper functionality, including testing on different devices and screen sizes, as well as testing the website's speed and performance.
  • After completing testing, the website was launched and made live on the internet. The Brand Vision team provided training and support to the Dress for Sucess's team to ensure they could manage and maintain the website efficiently. With a focus on user-friendliness, optimized performance, and a modern, professional design, the Brand Vision team effectively revitalized the Dress for Sucess's website.

The Impact: 

The website developed by Brand Vision has significantly impacted the Dress for Success website enhancing their online presence and better positioning them to reach a wider audience across Ontario. The site's modern, sleek, and professional appearance aligns well with the essence of Dress for Success. Visitors can efficiently and quickly find what they're looking for through the site's easy-to-use navigation system. The custom graphic design elements and interactive animations create a unique and visually appealing website.

The most significant impact of the new website is the seamless user experience it delivers, as it is optimized for performance and can be viewed on various devices. This has made it easier for Dress for Success to connect with its donors and website visitors seeking resources, providing a consistent and engaging experience.

In summary, the redesigned website and updated branding completed by Brand Vision has provided Dress for Success with a professional and engaging online presence, enabling them to connect with future donors, share their success, and showcase their charitable events. The website's innovative and dynamic design, along with its strategic use of custom graphic design elements, has made Dress for Success stand out showcasing their not-for-profit to its full potential.

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