Derek Castelli Exodus51 is a nonprofit that frees slaves in Pakistan while building housing, education, and church around that mission. I report directly to the founder on marketing.
In 2024 I redesigned and built their Webflow site around a sharp line—“We free slaves”—so visitors could grasp the mission quickly and find a clear path to donate.
The founder-built site informed people and accepted donations, but it lacked the professionalism and brand continuity serious fundraising needs.
Later, as the org grew, I proposed moving off Webflow toward a fully custom Astro site—owned markup, clearer performance, and room to evolve without template constraints. However, that direction wasn’t adopted.
The Webflow redesign went back to the content: bold mission messaging, sections for what the org does and why them, and unmistakable donate CTAs. That’s the work still featured here.
Separately I prototyped the Astro redesign on Netlify. The founder preferred another direction and pursued it themselves. The proposal stays linked for reference—not as the live site.
Apr 2024 · 2 weeks
Exodus51 is a non-profit that frees slaves in Pakistan while providing housing, education, and church. I report directly to the founder for all marketing efforts now.
The website was put together by the founder. While the website did the job of providing information and a way to donate it lacked professionalism and brand continuity. Future fundraising efforts would need the site to be upgraded.
Went back to the content for a solid foundation. The "We free slaves" was my bold attempt to quickly communicate what the organization does. The site would have various sections communicating what the org does, why them, and then overall very clear "donate" buttons.
The live site is a different design and was not designed by me. Wayback Machine shows the shipped Webflow work from this case study. Proposed redesign is an Astro build that wasn’t accepted.