Summary
Goodwin Living, a not-for-profit organization, opened their first senior living campus in Alexandria, Virginia in 1967. Since then, they’ve built a few more campuses in Northern Virginia. And started providing health services. And home care, hospice, and a groundbreaking brain health program. And even established a foundation to support both residents and team members. In short, if they can find a way to uplift the lives of older adults, Goodwin Living is going to do it.
Objective
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Focused on creating a cohesive and accessible digital experience that reflects their commitment to uplifting older adults and their caregivers.
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Contributed to the design and implementation of 13 interconnected websites under the Goodwin Living umbrella.
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Translated Goodwin Living’s brand identity into a functional, accessible, and modern web design framework. Creating a scalable design system in Figma with reusable components to ensure consistency across all sites.
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Collaborated cross-functionally with developers, project managers, UX designers, copywriters, and the client to build a unified web experience
Project Partners
Plan B Design Agency
2025
Goodwin Living
01
Previous GoodwinLiving.com
We began the project by connecting with the client to better understand their needs. Their primary concern was the outdated appearance of their current website and the disorganized user experience across various departments. Our goal was to develop a clean, functional visual system that could effectively support the wide range of services Goodwin Living provides to its residents, employees, and the broader community.
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4 Core Missions within 13 sites
Goodwin Living has four main parent sites that we aimed to highlight clearly through a top-level header navigation. Within each parent site, there are more specific service-based sub-sites. To ensure ease of use, we focused on building a seamless site map and navigation flow. We also implemented a color-coding system: parent sites feature a rainbow highlight treatment, while individual service sites are distinguished by a dedicated focus and accent color.
View the client concepting pitch deck here.
This site was utilized as the Corporate URL. Will mention all social good initiatives and business entities Goodwin Living offers.
Human Resources, Foundation donation content, Talent, and Social Good initiatives will be incorporated
The core umbrella for all the specialized healthcare services offered to patients, residents and the larger community
There are 3 housing campuses, 2 Life Plan and 1 Rental community in the D.C. area for senior living campus options.
03
Redesign Aftermath
+6 months of hard work, 13 fully redesigned websites, 90+ pages in total, 100+ sources images enhanced & an organized Figma component library system. UI resources file, and design templates for the team.
