Brand Strategy, Project Leadership & Website Redesign for the Sixth Amendment Center

Project Overview

The Sixth Amendment Center (6AC) is a nationally recognized, nonpartisan organization dedicated to ensuring the right to counsel for people facing criminal charges. While 6AC’s research and reputation had grown significantly, its brand identity and website no longer reflected the authority, reach, or impact of its work.

This engagement focused on leading a full brand refresh and website redesign to modernize the organization’s visual identity, clarify its value proposition, and transform a complex, data-heavy website into an intuitive, user-focused resource. The new platform was designed to better serve policymakers, legal stakeholders, and advocates by making critical data easier to explore, understand, and apply.

Results

• Increased engagement with complex, data-driven content.
  Following launch, average engagement time increased by 40%, signaling deeper interaction with research, interactive maps, and educational resources.

• Improved usability and content discovery.
  Event count per user increased by 55%, reflecting stronger information architecture, clearer navigation, and more effective pathways through dense content.

• Recognized as a trusted policymaker resource.
  The redesigned site and interactive map received direct recognition from leadership within the U.S. Department of Justice, reinforcing 6AC’s role as a credible, high-impact resource at the federal, state, and local levels.

My Contributions

Brand Strategy & Project Leadership
Led overall brand and digital strategy, translating organizational goals into a cohesive visual identity and user-first digital experience.

Cross-Functional Team Management
Served as the primary point of coordination between client stakeholders, design, UX, and development teams to keep strategy, execution, and timelines aligned.

Information Architecture & UX Direction
Guided the restructuring of navigation and content hierarchy to clearly communicate 6AC’s services, research scope, and national reach.

Data Visualization Oversight
Directed the strategy and execution of custom interactive maps that convert complex datasets into accessible, user-driven insights supported by an easily maintainable backend.

Performance Tracking Implementation
Oversaw GA4 and CRM integration setup to support ongoing analytics tracking of engagement, behavior, and site performance.