Mary McDowell Friends School

Mary McDowell
Friends School

visual identity system
UI/UX design
web design + development
accessibility optimization
site restructuring
analytics + seo tools
training + documentation
ongoing maintenance + support

Mary McDowell Friends School, a K—12 Quaker school in Brooklyn serving students with learning disabilities, was referred to us by another longtime client. In the middle of a redesign that wasn’t meeting expectations, they needed a partner who could step in, reimagine the site, and deliver a polished, accessible, and modern web presence—all on a reduced timeline. Just as importantly, the school needed a platform that their team could easily self-edit and continue to evolve over time (while also having a laugh).

Their previous vendor had built the site on Elementor, but the system proved cumbersome for the MMFS team to manage. We rebuilt the site in Breakdance, giving them a streamlined back-end that made self-editing intuitive and set the stage for future growth. Working closely with the Communications Team, we created high-fidelity mockups, streamlined the site’s structure, and built out consistent call-to-action sections to guide visitors through the user journey. A new mega menu and mega footer simplified navigation across ~30 redesigned pages, while optimized layouts gave each section clarity and impact.

Accessibility and performance were central to our process: we contrast-tested all colors against WCAG standards, optimized load times, and reduced extraneous animations to make the site faster and more inclusive. To support long-term visibility, we also integrated powerful SEO and analytics tools, enabling the MMFS team to track performance, refine content, and make data-driven decisions as the site evolves. The project ultimately became a catalyst for refreshing MMFS’s broader visual identity, as the design system extended naturally into a logo and brand update.

Our design direction integrated MMFS’s existing logo into a more expressive visual system. Sunbeams from the logo inspired background patterns, arrows, and asterisks, while the house motif became a framing device for photography and collage-style graphics. Cutout images of students added vibrancy and personality, grounding the design in the school community.

We softened MMFS’s hallmark green and shifted it to an accent role, building the palette around soft cream and deep forest green, balanced with muted purples, rich red, and a bright yellow to symbolize brilliance. Typography balanced warmth and rigor: Railroad Gothic ATF gave punchy energy to display headlines, P22 Mackinac Pro carried elegance for section headlines, and Area Normal provided clarity and accessibility for body copy, especially for dyslexic readers. This balance underscored the school’s rigorous academic program while keeping the design modern and approachable.

The redesigned website became a dynamic, accessible hub that better reflects the school’s spirit and mission. Clearer navigation, consistent calls-to-action, and powerful SEO and analytics tools made the site both user-friendly and future-ready. The project also became a springboard for refreshing MMFS’s visual identity, extending into a logo update. And our work continues today—we remain engaged on retainer, managing and maintaining the site to keep it secure, current, and aligned with the school’s evolving needs.

Partnering with MAVE transformed our digital presence. They took the time to truly understand our school community and delivered a website that feels welcoming, modern, and accessible. The process was not only collaborative, but genuinely enjoyable — we looked forward to our meetings and had fun along the way. The final product reflects our values and mission beautifully, giving us renewed confidence in how we present MMFS to families and the wider community. We’re excited to continue working with MAVE on future projects.

Randy Brett

Director of Communications