American Floral Endowment

Building a Bright Online Hub for a Leading Environmental Industry Endowment

The American Floral Endowment is a large nonprofit that funds floriculture research, scholarships, internships, and educational initiatives.

Driven by the mission of strengthening and growing the industry, the Endowment collaborates with donors and partners to grow their portfolio and distribute funding across key focus areas. Major thematic initiatives include addressing industry challenges and supporting the next generation of floral professionals.

The Endowment’s website serves as a resource hub and engagement center for multiple target audiences, including donors, students, researchers, and more. We were excited to partner with the organization on two distinct projects, a nonprofit website design for the main Endowment.org and a companion microsite and brand for Sustainabloom, a new sustainability-focused resource hub.

Areas of Expertise

  • Nonprofit

Services

  • Discovery Research
  • Website Design & Development
  • Brand & Logo Design
  • Microsite Design
Visit the Site

A Welcoming Homepage

Crafted to incorporate the Endowment’s existing brand and address stakeholder feedback, the site’s design is modern, clean, and welcoming. The homepage is light and bright, immediately engaging users with ambient video, branded graphics, and an audience segmentation wayfinding tool. Impact is shown in a creative animated format, and a series of calls-to-action draw attention to news, resources, and testimonials from grant and scholarship recipients.

Scholarships and Grants Application Tools

Grants and scholarships are a major part of the Endowment’s work and mission. To emphasize these critical areas and encourage user engagement, we integrated several features designed to share details and make it easy to apply.

The main scholarships landing page includes clear eligibility criteria, application requirements, and a filterable list of available scholarships. Within the list, each scholarship expands as an accordion to reveal additional information and a prominent Apply Now button. These features streamline the process of exploring scholarships, allowing users to easily navigate and personalize their experience.

Grants are handled similarly, with deadlines, news, and reports highlighted on the main landing page. For those interested in specific funding opportunities, individual grants include an additional level of detail and an on-page grant application form. This integrated approach allows users to complete and submit their applications seamlessly without having to navigate away from the Endowment’s website, providing a convenient and efficient user experience.

Companion Microsite & Sub-Brand

As part of the project, we also designed a logo and microsite for Sustainabloom, a sustainability-focused resource hub established by the Endowment. The Sustainabloom identity and website feature a standalone look and feel while making subtle references to the main Endowment branding in shapes and colors. Notable features of the site include content-rich industry guide pages, a filterable news feed, and flexible layouts that allow the team to highlight new resources and campaigns.

Future-Focused Design System

Built on WordPress, both sites are designed to be adaptable as the Endowment’s needs change and grow over time. All layouts neatly break into a series of reusable blocks—testimonials, news features, deadline announcements, image carousels, and more—that can be used to customize and create new pages within the established design system.