memorial marker HUB

End-to-end owner - Web strategy, Content, Design, Launch

Celebrating The African Spirit (CAS), a nonprofit honoring the legacy of enslaved Africans and their descendants in the Hudson Valley.

I generated a mobile-first website hub accessed by memorial visitors at a public park. Here, users learn more about CAS and the history of enslavement in the Hudson Valley. They can discover photos from the dedication ceremony and donate to the maintenance and upkeep of the marker.

Background

Prominent public memorials honoring Black or African history are rare in the Hudson Valley. The CAS Memorial Marker project aimed to address this by commemorating the hidden histories of enslaved Africans and their descendants in Poughkeepsie and beyond. The client, a local member-led nonprofit, needed a site that would:

Welcome visitors to the new memorial in Waryas Park
Educate visitors about the region's history and the artwork depicted on the memorial marker
Prioritize mobile use by marker visitors
Cue users to donate for the upkeep of the memorial marker
Document the dedication ceremony

My Approach

Discovery & Concept

Defined objectives with CAS stakeholders: to create a digital experience that is informative, responsive on mobile, and visually grounded in the themes of the river and the building of the city.
Researched comparable memorial and museum sites for best practices in UX and storytelling especially for mobile use.
Drafted a site map and user journeys tailored for three priorities: local residents, students/educators, and supporters.

Content Strategy & Writing

Collaborated with researchers and CAS members to prepare assets for launch and balance historical context, forward-looking messages of hope and community. Led iterative reviews with CAS Marker Project Manager.

Synthesized sensitive material into compelling in accessible language for the hub's copy while aligning with the brand's voice. Grounded content within local voices through prominent placement of quotes from community members and historians.

Incorporated artistic symbolism, curated stock images and incorporated photos from the ceremony to emphasize the critical history of the Hudson Valley and the marker's effect on our future.

Web & Experience Design

Designed UI to reflect the memorial’s physical elements: a balance of solidity and angled lines (derived from the brick patina, pyramid base) as well as curves (rooted n the Hudson River and reflective Bi Nka Bi symbol).

Elements inspired by the flow of the river

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Ondular section dividers

and parallax hero sections emulate the movement of the river

Cascading image gallery layout

Cascading elements establish content hierarchy

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Elements inspired by bricklaying and the angles of the marker

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Angled section dividers channel the sharp angles of the marker

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Sharp corners, clean lines, and layered rectangular shapes channel the history of bricklaying in the Hudson Valley.

Additional Web & Experience Design

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Developed layered content and visual hierarchies using typography headings and paragraphs to inform users without overwhelming them with information.

Prioritized a responsive design for mobile use, 508-friendly text contrasts, full accessibility.

Coordinated with illustrators and metalworkers to accurately translate artwork and photo references into web visuals and descriptions.

Key Features Delivered

Accessible Content

Prioritized a responsive mobile layout, text sizing, alternative text, and utilized high contrast color combinations.

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Community-Centered Content

Credit and images featuring young artists, local advisors, and donors highlighted throughout.

Narrative Storytelling

Visitors are led through the story of enslavement at the Hudson river to a hopeful modern vision of the Walkway over the Hudson.

Clear Calls to Action

Calls to reflect, get involved, and support ongoing efforts to illuminate Black history in the region.

Art-driven UI

UI shapes, backgrounds, dividers, and callouts mirror the ondular top of the marker and the angular base of the marker.

Ceremony Gallery

Built gallery containing photos of community members and leaders as well as the marker.

Outcomes

Boosted local engagement: Post-launch, site analytics showed above-average time-on-page, increased page views by 18%, and newsletter sign-ups by 28%

Community feedback praised the heartfelt messaging and memorable visual storytelling.

Helped CAS attract new donors and deepen existing partnerships.

Reflection

This project reinforced the value of mobile design centering empathy and historical consciousness. Creating the CAS Memorial Marker page required not only technical skill but a deep sensitivity to telling stories that have too often gone unrecognized. After researching museum exhibit websites, I was inspired to tap into key themes and elements for the UI, helping immerse site visitors in the complicated history of the Hudson Valley.

The result is a site that honors the past while inspiring collective responsibility for a more equitable future through donations and involvement with CAS.