Designing with Care

How Groundswell’s Mission Shaped Its Visual Identity and Website

Groundswell Community Project exists to create space for healing, connection, and empowerment through surf therapy. At its core, the organization is about people. Women supporting women. The ocean as a steady presence. Community as something you build together, not alone.

When it came time to refresh Groundswell’s branding and website, the goal was not to make something trendy or flashy. It was to create a visual and digital experience that felt aligned with the mission. Something that felt calm, inclusive, and welcoming. Something that reflected the care and intention that Groundswell brings to every session in the water.

This article shares how that mission informed the design choices behind the updated branding and website.

Letting the mission lead the design

From the beginning, the guiding question was simple. How can the design reflect what Groundswell actually feels like?

Groundswell is not about performance or perfection. It is about presence, trust, and safety. That meant the design needed to feel grounded and human. Not overly polished. Not clinical. Not intimidating.

Every decision was made with the community in mind, especially the women who come to Groundswell seeking connection, healing, and a sense of belonging.

Color as emotion and environment

Color played a big role in shaping the tone of the brand and website.

Blues form the foundation of the palette. They reflect the ocean, but also bring a sense of calm and steadiness. Blue is often associated with trust and safety, which felt essential for a community rooted in care and healing.

A coral accent color was introduced to add warmth and energy. Coral feels alive. It brings in a human element that balances the coolness of blue and reflects the warmth of the community itself.

A soft yellow accent was added intentionally, almost like a hint of sunshine. It brings lightness and optimism without overpowering the rest of the palette. It is subtle, but it adds a feeling of warmth and hope.

Together, these colors work to create an emotional landscape that feels supportive, grounded, and inviting.

Representation and inclusivity through visual elements

Representation matters, especially in a space built for women from many different backgrounds and experiences.

The branding includes silhouettes of women in different shapes and sizes. This was a deliberate choice. The goal was not to present an idealized version of who belongs, but to reflect the reality of the community. Real bodies. Real diversity. Real inclusion.

These visual elements quietly reinforce the message that everyone is welcome, exactly as they are.

A logo that reflects community and support

The Groundswell logo features three surfboards leaning against each other. On the surface, it is a simple and recognizable symbol. But it also carries a deeper meaning.

The boards leaning together can be seen as a metaphor for the community itself. Women supporting one another. Leaning in when things feel heavy. Finding strength through connection, with the ocean as a shared foundation.

It is a reminder that healing does not happen alone. It happens together.

Designing for accessibility from the start

Accessibility was not an afterthought in the website redesign. It was part of the foundation.

The site was designed to be readable, navigable, and welcoming to as many people as possible. This meant paying attention to color contrast, text size, and layout clarity. It meant making sure the site worked well across devices. It meant designing in a way that reduced friction and made information easy to find.

Accessibility is about respect. It is about acknowledging that people arrive with different needs and experiences, and that everyone deserves access to information and opportunities to get involved.

For an organization rooted in care, accessibility is not just a technical requirement. It is an extension of the mission.

Design as another form of care

In the end, the updated branding and website are not meant to stand apart from Groundswell’s work. They are meant to support it.

Design can be another form of care. When done thoughtfully, it helps people feel welcomed before they ever step into the water. It helps communicate values without needing to explain them. It creates a sense of trust and ease that mirrors the experience Groundswell strives to offer in every session.

This project was an opportunity to translate Groundswell’s mission into visual and digital form. To let the ocean, the community, and the spirit of support guide the design. And to create something that feels as grounded and intentional as the work Groundswell does every day.

Jessica Lin is a senior product designer specializing in UX/UI for mobile apps and early-stage startups. She works with mission-driven teams to design clear, accessible digital products.