Denden

DENDEN Youth Development Association of Minnesota is a nonprofit organization devoted to uplifting East African–American youth and families across the Twin Cities. With programs spanning mentorship, enrichment activities, and community events, DENDEN creates safe, supportive spaces where young people can thrive, cultivate leadership skills, and connect deeply with their cultural heritage. Their mission is to foster resilience, pride, and opportunity—helping families feel seen, heard, and empowered.

Project Overview

When DENDEN partnered with us to launch their very first website, the goal was clear: translate their vibrant, community-driven spirit into an online experience that welcomed families and strengthened trust. We began with a logo refresh and in-depth market research to understand how local nonprofits communicate impact; that insight guided a new color palette and typography system rooted in warmth and professionalism. From there, we crafted a streamlined site structure on Wix—mapping intuitive navigation for parents, youth, and partners—then wove in SEO best practices so DENDEN would surface in local searches. Art direction and real photography took center stage, capturing the energy, joy, and resilience of DENDEN’s programs. Throughout, our content strategy, UX/UI design, and brand-expansion efforts ensured every page tells DENDEN’s story authentically, inviting visitors to learn, engage, and join the journey.

Services Provided

  • Competitive/Comparative Analysis

  • Logo Refresh

  • Brand Expansion

  • Content Strategy

  • User Experience Design

  • User Interface Design

Logo

Denden wanted to preserve the overall integrity of their existing logo while giving it a cleaner, more modern feel. To achieve this, I kept the original shield shape and color palette but deepened and refined the tones for a bolder, more professional look. I reworked the typography to establish a clear hierarchy, making “Denden” the most prominent element, while simplifying the supporting text for clarity. The soccer ball with olive branches was redesigned into a streamlined, icon-like mark that balances tradition with simplicity.

The result is a refreshed logo that honors the original intent while presenting a polished, versatile identity. The client was very pleased with the update, noting that it retained the heart of the original design while feeling more modern and cohesive.

A graphic of a shield with color blocked red, blue, and green sections. In the center is a soccer ball surrounded by yellow symbolic olive leaves. At the top the shield reads in large yellow stacked words Denden Eritrea Minnesota.

Before

Simplified version of the original shield. Same shapes and colors, but the word Denden is the largest word in a gold color with Eritrea Minnesota in white smaller words below. A simplified icon of the soccer ball and olive branch is in the center.

After

FONTS

Geist Font Family

For Denden’s refreshed brand, I selected the Geist Font Family because of its bold, modern, and versatile qualities. The font strikes the perfect balance between strength and clarity, reflecting the organization’s mission of empowering Eritrean-American youth while keeping the design clean and approachable.

An image of the font Geist in various letters.

Colors

Hex: #000000

Hex: #30368A

Hex: #E5E1DC

Hex: #EAEAEA

Hex: #D93B34

An image demonstrating the responsive design of the Denden homepage on a laptop, tablet and mobile device.

Check out

dendenyouth.org