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 a nonprofit website design and companion microsite and brand for their sustainability project, Sustainabloom.

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.

Content-Rich Interior Templates

Interior pages maintain a high level of design detail by incorporating custom gradients, curved edges, and petal accents drawn from the homepage. In addition to elevating the Endowment’s branding, the decorative details neatly frame content and add visual interest to text-heavy layouts.

Informationally, the site features numerous options for displaying specialized content. Accordions are used to efficiently present scholarship information and named fund details, and dynamic charts illustrate individual and corporate partnership data. Filterable areas for news and reports allow users to quickly navigate through content and refine their browsing 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.