Oregon Outdoor Alliance connects brands from REI to solo guides across six chapters statewide. A full rebuild built around one problem: making a connection-driven organization findable by the people it exists to serve.
An organization whose product is connection had a site invisible to anyone who did not already know to look for it. The title tags were eleven characters long.
The old site was flat: disconnected pages with no grouping logic. The rebuild organized everything under two primary pillars. Connect covers events, the member directory, and sponsorship. Cultivate covers chapters, programs, the blog, and the job board. Every page lives under one of those two structures.
The URL architecture changed with it. /beerthirty became /connect/events. /our-sponsors became /connect/sponsorship. Hierarchy readable at the slug level, which is where search engines read it first.
Members are OOA's core product. Their value is access to the people in Oregon's outdoor industry. The design reflects that. Photo-forward layouts put real faces and real brands at the hierarchy level they belong: visible, prominent, and searchable.
The brand system runs Proza Libre (Extra Bold for H1, Semi Bold for H2, Medium for H3) paired with Open Sans for body copy. Orange (#D56A4B) set against navy (#252A37), with light blue (#509EE8) for accents. High contrast at every pairing. The mountain logo operates in three configurations: full lockup with name, icon only, name only. One system. Three contexts.
Every title tag was written to carry a keyword and a brand signal from day one. Privacy policy, cookie policy, and accessibility statement were scoped as part of the build. Membership sign-in, event calendar, chapter pages, sponsorship intake, and newsletter subscription were all configured at launch.
OOA now runs one site that handles every member and sponsor touchpoint in the organization. The architecture is indexed, the tools are live, and the team did not have to ask for anything twice.
200
Clicks from Google Search in the first 28 days
Organic search traffic to a nonprofit whose previous title tags were eleven characters long.
7
Disciplines, one engagement
Content architecture, brand, SEO, design, development, integrations, and privacy — scoped and launched together.
“Working with a nonprofit can be unique, and they were patient and cooperative with us allowing us to bring our vision to life. A big shout out to their project lead, Camille, for helping keep us organized and aligned on our goals.”
Tyson Perkins
Oregon Outdoor Alliance
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La Pine Community Health Center
