Case Study

Website overhaul and branding update take FORGE to new heights

In addition to their work around transgender support and advocacy, FORGE trains mental health providers, first responders, physicians and others to provide services that are sensitive and respectful of transgender needs. As one of our favorite clients for over 10 years, we enjoy a strong connection with FORGE’s work. See how we designed, built and launched this new website to bring them into a new era of service, outreach and impact.


FORGE logo


  • Strategic Consulting
  • Brand Development
  • Website Design
  • Website Development
  • Post-launch Maintenance
FORGE website mockup of home page

The Challenge

The website we built for FORGE back in 2013 had become old and outdated. From a functional perspective, the old website no longer met FORGE’s needs in terms of organization and features. The design also needed a refresh to bring it up to date with FORGE’s bold, colorful spirit. Toward the end of the project, we learned FORGE was shifting strategy toward direct fundraising in response to changes in the grantmaking climate.

Our Solution

We were very excited to build a fresher, more energetic new website for FORGE. We focused on highlighting their community engagement and making their extensive library of resources easily accessible to service providers and transgender communities. When their strategy shifted toward direct fundraising, we pivoted with them by building in donor-attractive features that can be expanded in the future. We continue to provide maintenance and support post-launch.

Mockups of FORGE website pages on laptop, desktop and mobile device

We built FORGE a completely new website that would help them reach more people and create more impact.

Robust Resources Library Rooted in Their Mission

Providing easy, intuitive access to transgender-supportive resources and tools is a central part of FORGE’s mission. We built a new library to house FORGE’s extensive resources and enable visitors to filter by topic, audience, content type, and level of depth to browse and find what they need.

Energized look and feel

We updated FORGE’s color palette, fonts, photo treatments and other design aspects to communicate their energetic, positive spirit. We used blue and pink in some areas to reference symbolic connections to the transgender pride movement.

Flexibility As Needs Change

In response to FORGE’s change in focus toward individual fundraising late in the project, we created donor-welcoming functionality with an eye toward future expansion. We also built the site with a powerful layout engine to enable FORGE to edit certain kinds of content more easily themselves.

Hands holding tablet showing FORGE website donate page
Woman at desk holding mobile phone displaying FORGE website resources page. Desktop computer shows another aspect of FORGE resources listings.

High-Impact Results

By launching this website in the Fall, FORGE was uniquely positioned to springboard from the momentum of the new site into their Giving Tuesday and end of year fundraising activities. Initial responses from audience and community members have been very enthusiastic. We can’t wait to see where FORGE goes next!

Mockup of FORGE website on mobile and tablet devices
FORGE logo

FORGE has worked with Dawn Sword for over 10 years. During this time, our relationship and fluidity of how we work together has only improved! Serendipity Creative has designed (and redesigned) our 3 primary websites, as well as created amazing social media posts, and publications that captivate readers’ interest. If you’re looking for a detail-oriented, creative, good-thinking, on-time, sensitive, fun-to-work-with graphic or web design consultant, Dawn is your person. She cares deeply about trans and LGBTQ issues, about intimate partner and sexual violence, and much more. We’re so grateful for the work she’s done for us and others!”

michael munson / Executive Director, FORGE