LHA Trails
The Lewisboro Horsemen’s Association (LHA) is a nonprofit dedicated to supporting equestrians and preserving bridle trails in Northern Westchester. I led a comprehensive brand and digital transformation to elevate their visibility, engage new audiences, and simplify digital operations
SERVICESBrand Positioning & Strategy
Brand Voice & Messaging
Brand Identity
AI Strategy
Collateral Design
Email & CRM
SEO
Reporting & Analytics
Website Design & Development
Digital Design System
Challenge
The LHA’s online presence felt disjointed. An outdated WordPress site made it difficult for users to navigate, join, or donate. Their social channels and email lists lacked a cohesive strategy, limiting their ability to grow and mobilize the community.
Goal
The goal was to build a site that volunteers could manage with ease—intuitive, SEO-optimized, and aligned with the LHA’s mission. The new site needed to spotlight events, encourage involvement, and integrate seamlessly with a broader strategy spanning social media, email, and content creation.
Audience Research
Using tools like SEMrush and BuzzSumo, I mapped out search behaviors and content trends among equestrians in the region. This insight, paired with a competitive analysis, helped uncover what riders were looking for—and how the LHA could uniquely serve them.
*Get in touch with me directly me to view my exact prompts and strategy here.
Brand & Strategy
Brand Refresh
To reflect the LHA’s community-driven spirit, I crafted an updated visual identity—refining the logo, typography, and color palette. A clear, welcoming tone of voice was established, ensuring consistency across every touchpoint. Brand guidelines were created to empower volunteers to uphold this refreshed identity going forward.
Visual Storytelling
New photography captured the essence of the LHA—scenic trails, local events, and the camaraderie among riders. These visuals were woven throughout the site and social channels, inviting both seasoned equestrians and newcomers into the story.
Website Redesign
The redesigned website serves as the cornerstone of the LHA’s digital strategy. Built on a user-friendly platform Squarespace, it allows volunteers to manage content effortlessly. The site’s architecture was overhauled for intuitive navigation, and its design reflects the refreshed brand identity. SEO and accessibility best practices were implemented to increase visibility, ensuring the LHA can effectively engage and grow its community while continuing to preserve the trails it champions.
Digital Design System
While Squarespace offers a built-in style guide, I developed a comprehensive digital design system to ensure consistency and clarity across the LHA’s entire online presence.
This system not only guided the website design but also helped me maintain visual cohesion across email campaigns and social media platforms.
Social & Email
With the foundation set, I expanded the LHA’s digital strategy across social media and email.
Using AI-driven insights, I developed a content approach focused on community, events, and preservation efforts. A streamlined calendar guided social storytelling, while targeted, automated email campaigns deepened engagement and strengthened membership connections.
The Result
Overall, after one year, we achieved the following metrics
3x increase in organic traffic due to improved SEO and clearer content structure
52% increase in average session duration and reduced bounce rate
35% increase in email open rates with click-through rates more than doubling
20% increase in membership
Volunteers can now run the site by themselves
Reflections
The LHA’s revitalized digital and print presence has created a more connected, accessible community. The project strengthened the organization’s visibility, streamlined its operations, and invited deeper engagement among riders and volunteers. It also reshaped my approach to digital strategy—affirming that thoughtful design, clear messaging, and strategic use of AI can meaningfully expand the reach and impact of grassroots organizations.
