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client case study

CASE STUDY: Ryker's Rainbow Website

Ryker's Rainbow is a North Alabama nonprofit founded by Hans and Lacey Schoff following the loss of their son Ryker, born on the summer solstice of 2020. The organization exists to walk alongside families navigating infant and child loss — providing Blessing Boxes to grieving families in partner hospitals, hosting Sibling Support programming and Mama Meet Ups, and stewarding a beautifully constructed Prayer Garden as a physical space for remembrance and healing. Over the years, Ryker's Rainbow had grown significantly — and their brand and website needed to catch up.

CHALLENGES:
  • The organization had outgrown its original brand identity and needed a look that reflected its maturity and mission
  • The existing website had grown too large and disorganized, creating a confusing experience for grieving families trying to find support quickly
  • User experience was not where it needed to be to serve a vulnerable audience effectively
  • A newly constructed Prayer Garden required a dedicated sub-brand to honor its significance
  • The overall brand lacked the refinement needed to carry the organization confidently into its next season


building a brand worthy of the work

Our work began with a comprehensive project scope to build a brand and digital presence worthy of Ryker's Rainbow's next season. The project included:

  • Full brand identity design — primary logo suite and brand stylesheet
  • Sub-brand identity — dedicated identity for the Prayer Garden
  • Brand voice development and copywriting
  • Custom Showit website design with Shopify integration
  • Photography — headshots, product, and Prayer Garden imagery

a brand as meaningful as the mission it represents

  • Hosted a strategic kickoff meeting to align on organizational goals and brand direction
  • Conducted a full website audit to identify structural and user experience gaps
  • Developed a distinct brand voice to guide tone and messaging across all platforms and communications
  • Refined copy with the mission front and center — ensuring tone, clarity, and accessibility for a sensitive audience
  • Built SEO into the site from day one — keyword strategy, meta descriptions, and alt text woven throughout
  • Developed a dedicated sub-brand for the Ryker's Rainbow Prayer Garden to give the space its own cohesive identity

APPROACH

Ryker's Rainbow needed a refined, cohesive brand identity that honored Ryker's story while positioning the organization for its next season of growth. The priority was simplifying and restructuring their website so families in crisis could find support quickly and without friction — while building a digital presence that reflected the credibility and heart of the mission. Equally important was establishing a scalable brand system, including a dedicated sub-brand for the Prayer Garden, that could grow alongside the organization for years to come.

GOALS

Brand Identity & Graphic Design:
  • Full primary logo suite for Ryker's Rainbow
  • Logo marks, icons, color palette, and font selection
  • Sub-brand identity suite for the Ryker's Rainbow Prayer Garden
  • Brand stylesheet for consistent implementation across all touchpoints
Copywriting & Brand Voice:
  • Developed a distinct brand voice for Ryker's Rainbow
  • Professional copywriting for all website pages
  • Messaging crafted with clarity and sensitivity for a grieving audience
Showit Website Design:
  • Full Showit website build, including: Home, About, What We Do & Get Involved (Blessing Boxes, Sibling Support, Mama Meet Ups), Store, and Garden pages
  • Integrated calls-to-action for donations, box requests, volunteering, and corporate partnerships
  • SEO foundation built in from launch — keywords, meta descriptions, and alt text throughout
  • Shopify integration for the online store
  • Partner hospital section, testimonial integration, and social media connections
SEO Optimization:
  • Local keyword strategy targeting commercial and industrial contractors in North Alabama
  • SEO-informed copy and metadata across all pages
  • Collaborative optimization between copywriting and design for a cohesive result
Photography:
  • Professional headshots of the Schoff family
  • Product photography for all Shopify store listings
  • Photography of the Prayer Garden — capturing the Angel of Hope monument and the space's atmosphere for use on the website and in ongoing marketing

What we created

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Brand Identity Graphics for Ryker's Rainbow

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Ryker's Rainbow stepped into their next season with a brand that finally matched the depth and credibility of their mission.

Key Achievements:
  • Delivered a complete brand identity system — from primary logo to Prayer Garden sub-brand — built to scale as the organization grows
  • Replaced an overgrown, disorganized website with a streamlined, user-friendly experience designed for a grieving audience who needs clarity, not confusion
  • Launched with SEO best practices in place, giving the site a strong foundation for organic discoverability from day one
  • Created a cohesive visual and verbal identity that unifies every touchpoint — digital and physical — under one consistent brand

Impact:
  • Families searching for support can now find what they need quickly and without barriers
  • The Prayer Garden sub-brand gives the physical space its own distinct identity, extending the mission beyond the screen
  • A refined, professional brand positions Ryker's Rainbow to attract new hospital partnerships, corporate sponsors, and donors with confidence

Ryker's Rainbow came to us having built something truly meaningful — they just needed a brand and website that could carry that meaning forward. By clarifying their identity, streamlining their digital presence, and building for growth, we gave them a foundation worthy of the work they do every day.

Results & Impact