The Unity Folks Website
Project: TheUnityFolks.com Redesign
Challenge
The original website lacked a cohesive brand identity and user experience that reflected The Unity Folks’ evolving mission to build “Unity in the Outdoor Community and Beyond.” Navigation was fragmented, engagement was low, and visitors struggled to connect emotionally with the content. Additionally, the new design needed to connect all of the sub-brands to the new parent brand.
The redesign needed to:
→ Align with the new brand system (Unity Blaze identity, color palette, messaging).
→ mprove user flow and engagement across key touchpoints (Shop, Certification, Academy).
→ Showcase storytelling and inclusion in a way that invites users to explore, learn, and act.
Strategy
The approached for this redesign as both a brand transformation and a UX evolution, guided by three pillars:
1. Brand Unity
Every design element — from typography to iconography — reinforces the promise of the Unity Blaze: “You Are Invited and Welcomed.”
Every design element — from typography to iconography — reinforces the promise of the Unity Blaze: “You Are Invited and Welcomed.”
2. Engagement-Driven UX
Reorganized the site architecture to lead users on a clear journey:
→ Awareness (Home & About)
→ Engagement (Stories, Academy, Partners)
→ Action (Join, Shop, Certify)
Reorganized the site architecture to lead users on a clear journey:
→ Awareness (Home & About)
→ Engagement (Stories, Academy, Partners)
→ Action (Join, Shop, Certify)
3. Data + Design Synergy
Integrated GA4 event tracking, heatmaps, and user flow analysis to continuously optimize engagement and conversion.
Integrated GA4 event tracking, heatmaps, and user flow analysis to continuously optimize engagement and conversion.
Design Process
1. Research & Discovery
→ Conducted competitor benchmarking and audience analysis (outdoor advocacy, travel, DEI-driven brands).
→ Identified top engagement barriers: cluttered layout, unclear CTAs, and inconsistent mobile experience.
→ Identified top engagement barriers: cluttered layout, unclear CTAs, and inconsistent mobile experience.
2. Wireframing & IA
→ Rebuilt sitemap for intuitive exploration.
→ Designed low-fidelity wireframes with clear pathways to conversion (Shop, Certification, Partner Join Form).
3. Visual System
→ Implemented new brand palette (Unity Blaze Red #D94A2E, Denim #4D7AA6, Natural Earth tones).
→ Designed hero sections with inclusive imagery and storytelling headlines.
Integrated the Unity Blaze icon throughout UI as a visual cue of welcome and belonging.
4. Prototyping & Development
→ Created interactive prototypes in Figma for stakeholder review.
→ Partnered with developers to bring design to life on WordPress, maintaining brand consistency and WCAG compliance.
5. Launch & Optimization
→ Deployed GA4 and Hotjar to monitor performance.
→ Iterated based on user feedback and behavior data.
Results
+35% increase in session duration
+48% boost in engagement rate
+27% growth in certification inquiries
+40% lift in CTA click-throughs (Join / Shop / Learn More)
Key Takeaway
The new Unity Folks website transforms brand storytelling into an interactive, inclusive experience. Every interaction embodies the brand’s mission — “You Are Invited and Welcomed” — turning site visitors into community members.