Founded in 1977, NCIA has been at the forefront of providing comprehensive support to those facing significant life challenges. And now they needed an upleveled brand and new website to help them tell their story and raise awareness for their cause.
NCIA serves adults and youth with disabilities as well as underserved people by creating a supportive community and access to services that will help them gain independence and build thriving lives. They offer vocational training, community living, educational alternatives for youth, and disability support through day programs and community-based services.
Since they provide critical support to underserved communities, they needed an upleveled brand and a new website that reflected their values of inclusivity and empowerment and increased access to their services. They chose to work with Points North because they wanted to work with a design company that understood the competitive nonprofit landscape and that was rooted in one of the cities they love and serve, Baltimore.
Their goal for their new website was clear. They wanted to:
NCIA’s marketing specialist Stephen Cooke said working with Points North was a collaborative and rewarding process: “They took time to understand our organization.” Points North’s team supported the discovery process with their expertise in storytelling, creativity and design. For the first time, NCIA was able to develop and solidify their audience personas and brand book.
“They ensured our vision was met while introducing innovative ideas that elevated the final product,” said Stephen. “Their flexibility and responsiveness made the entire journey enjoyable. This will help strengthen everything we do in the future.”
Bold orange buttons. Deep blue headlines. Pops of lime green. With these bold elements creating a branding story on NCIA’s new website, the impact has been immediate. The updated structure and content of the website alongside its clean, joyful design clearly tells the story of an organization that fosters opportunity, advocates for individuals with barriers, and celebrates successes.
“When we first partnered with NCIA, we saw an organization deeply committed to empowering its community,” said Jessica Watson, CEO & Creative Director of Points North Design Studio. “Our goal was to create a brand and website that would reflect their mission—one built on dignity, independence, and opportunity. Through thoughtful design, we aimed to amplify their impact and ensure their story resonated with those they serve and the wider community.”
Since the roll-out of the new website in late 2024, NCIA has already seen the benefits of the updated website. Stephen said their diverse audience has been able to easily navigate their different offerings and find the information they need.
In the months since the website launch, Stephen saw that having clear visual identity and a page to direct people during media opportunities has increased their visibility.
“It has really helped increase enrollment,” said Stephen. “It helps us stand out in a competitive space and calls attention to the important work we do. The updated layout, visuals, and messaging all reflect our dedication to being a resource for the communities we serve.”
At NCIA there are so many successes to celebrate. Just look at Deshawn’s Story. At 19 years old, he enrolled in NCIA’s Vocational Training Center (VTC) to study HVAC. His determination and skill were clearly evident. Upon completion of his training, he took a well-paying job at the National Institute of Health and he is now a proud homeowner, landlord and entrepreneur in Baltimore. Grateful for the role VTC played in his life, he is now an outspoken advocate of the program, representing VTC on panels and encouraging the HVAC students currently enrolled.
“Our partnership with NCIA was driven by a shared belief that design should do more than look good—it should be meaningful and impactful,” says Jessica. “We worked closely with their team to build a brand and website that communicated their unwavering dedication to empowering individuals and creating stronger communities.”
Points North is proud to help nonprofits like NCIA tell their story and increase their impact. Does your organization need to tell its story clearly and boldly? Let’s start a conversation.
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