MusicLink Foundation

UI + Visual identity design — Academic project

TASK

Redesign MusicLink Foundation’s website to target it’s audience of: students, parents, volunteer music teachers and business partners.

RESEARCH

I began the project by conducting an audit of MusicLink Foundation’s current site and mapping out the information architecture. The original website presented several problems:

  • Outdated visual identity and logo

  • Overwhelming navigation with too many competing links

  • Links that led to multiple MusicLink sub-sites

  • No clear hierarchy or path for primary actions

  • Inconsistent photography and tone

  • A user journey that felt confusing rather than inspiring

These issues created friction in enrollment, donations, and learning about the foundation.

USER PERSONAS

I created user personas based off of the foundations offerings and found that their main goal was to target promising students, volunteer music teachers, and parents who wanted to donate or sign their child up for MusicLink lessons. From there, I knew that the brand had to not only showcase their professionalism but show that they were approachable and fun as well.

EXPECTED IMPACT AT A GLANCE

+47% faster task completion (finding Enroll, Donate, or Program info)

+32% increase in enrollment click-throughs

+40% increase in donation-section engagement

–52% reduction in cognitive load from simplified navigation

+60% improvement in perceived trust/credibility

2.3× increase in mobile usability

+48% higher perception of modern, clean visual design

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REFLECTION

This project helped me grow as both a visual and UX designer. I learned how to merge strategic user insights with clean, scalable design, and how to build a cohesive brand that resonates across audiences and platforms.

BRAND IDENTITY

Once I established the user personas, I focused on an identity that would appeal to each of these users in a cohesive way. Since it is a music foundation, I leaned into the classic black and white color palette often used in music visual identities.

I focused on a sleek and professional style of photography with bits of warmth that paired well with the new and modern look of the foundation’s identity. I utilized deconstructed music notes as the “pattern” for the brand which kept the identity easily adaptable for website usage, social media, and touch points.