A website built to support the Clean Slate mission

The Clean Slate Initiative works to advance automatic record-clearance policy across the country. Through Greenflag Media, I led the design and development of its website rebuild and moved existing content into the new site. The scope combined a new visual presentation with a Webflow build and the transfer of material from the previous website. The organization’s existing content was part of the project from the start, so the work had to support the mission through both design and a structure that could continue to evolve.

The organization needed a website that represented its mission and could keep pace with its advocacy. The existing build made updates difficult, so a manageable structure was central to the project. A nonprofit website needs to remain useful as its work develops. In this case, making updates easier was part of the brief alongside the redesign. The existing content needed a place in the rebuilt site, and the resulting structure had to be understandable when the team returned to maintain it.

I redesigned and rebuilt the site in Webflow using Client-First to keep its structure consistent. I migrated the existing content, added restrained GSAP animation, and connected GA4 so the team could measure engagement and campaign performance. Client-First gave the Webflow project a consistent approach to naming and organization. The content migration brought the organization’s material into that foundation rather than leaving it behind in the old build. Motion remained restrained so it supported the pages without competing with the message. The GA4 setup added a measurement layer for engagement and campaign activity on the rebuilt website.

The organization has a refreshed, on-brand website with a more maintainable foundation for its content and analytics to support future decisions.