Content Strategy
Creative Direction
Project Management
UX/UI Design
Illustration & Graphic Design
Collaborative Leadership Facilitation
Following their 20-year anniversary, Joyful Heart Foundation set out to reinvigorate its digital presence—not just through design, but through the full online experience for survivors and supporters alike.
Group Hugg was brought on to lead content strategy and project management, later expanding into creative direction, UX design, and illustration to unify vision across teams. Working closely with WordPress’ design and development partners, we guided the project from strategy to launch—aligning JHF’s mission with a refreshed, modern expression.
Strategy & Structure
We began with a full content audit and strategy deck that outlined opportunities for clearer storytelling and structure. Over 50 pages of legacy content were reorganized into a more accessible, intuitive framework.
Using Smartsheet, Miro, and Airtable, we built systems to manage the 15-month process, facilitating meetings with executives, board members, and cross-department teams to ensure seamless collaboration and aligned decision-making.
Roxanne Benefiel
Spens Hanvik
Robyn Mazur
Eric Talorico
Olivia Hall
Debbie Millman
Automattic Special Projects Team (Wordpress)
Happy Prime (Web Dev)
Alongside the main redesign, Group Hugg helped bring two major initiatives to life: The Heartshop and The Healing Resources Hub.
For the Heartshop, we applied eCommerce expertise to create a story-driven storefront that highlights brand partners and supports fundraising through a transparent, integrated experience.
For the Healing Resources Hub—a new online library for healers—we led strategy and design direction, shaping its framework around four modalities: Mind, Body, Soul, and Collective. A complementary color palette and bespoke illustrations helped the Hub stand apart while staying true to JHF’s brand.
Launch & Impact
The new site launched in July 2025, followed by Heartshop in October and the Healing Resources Hub later that year.
The redesign received praise from JHF’s leadership—including Mariska Hargitay, Robyn Mazur, and Debbie Millman—and early metrics showed notable increases in traffic, donations, and event sign-ups.
Beyond launch, the new strategy and design system serve as a foundation for continued brand growth across digital, print, and social platforms.
JHF Partnership & Merchandise Team
JHF Policy & Advocacy Team
Mariska Hargitay & Peter Hermann