Education equity, at home in both languages.

Six years with a North Carolina nonprofit, across their website, their brand, and the material they put in front of legislators.

The Latine Education Summit: a full banquet hall seated under the flags of Latin American countries

The challenge

LatinxEd’s audience spans students, families, educators and funders, in two languages, and they want opposite things from the same pages.

While 21% of North Carolina public school students are Latine, only 4% of teachers and fewer than 1% of school board members are. The site has to carry that case to policymakers while staying a working front door for a parent. A program officer is looking for evidence and outcomes. A parent is looking for whether their kid can get help this year, and a policy brief is no use to them.

The team is small, so anything that needed a developer to change would quietly stop being changed. And for an organization whose whole argument is that Latine families get overlooked, Spanish pages that lagged behind the English ones would undercut the case before anyone finished reading.

What we did

We built the site around the programs rather than the org chart, so the Fellowship, the Latine Education Summit, community impact and policy each have their own front door. Someone arrives looking for one of those things, and lands on it.

The Spanish version is a real version rather than a translation layer sitting on top of the English one. Newsletter signups, donations and job postings all run through the LatinxEd team directly, with nobody waiting on us to publish.

Alongside the site we handle the design that surrounds it: policy one-pagers built to their print standards, fellowship graphics, campaign material. That is the part of the relationship that has continued year after year, and it is the reason the site has never drifted away from everything else the organization puts out.