Capturing the essence of a healthcare nonprofit.

Inner City Health is a faith-based healthcare organization serving underprivileged communities with consistent, high-quality treatment services. Since its inception in 1983, Inner City has grown to assist nearly 30,000 patients each year in the metro Denver area. While their team had been doing phenomenal work for over 40 years, the Inner City website did a poor job of telling their story and showing the warmth of their caregivers. They needed a partner with digital and brand experience that could capture the essence of who Inner City is and the people they serve.


  • Research & Discovery
  • Audits & Benchmarking
  • Strategy Development & Planning
  • Information Architecture
  • UX/UI Design
  • Graphic Design
  • Content Creation
  • Website Development
  • SEO
  • Analytics

The Challenge:

Translating the power of humanity in the digital realm.

Inner City was already doing incredible things and making a big impact in the community, but they were having trouble bringing their story to life online. This was impacting their ability to provide information and connect with new patients. They had a talented creative team but lacked digital and design expertise. Their team had just completed a visual rebrand, including a new logo and traditional brand guidelines, but needed help bringing these assets to life online.

The old website was outdated, unresponsive, and provided a cold user experience. It was difficult to navigate and the donation platform they depended on wasn’t up to par. Before Overlap, they had persistent issues with the site going down or elements breaking and had limited resources for ongoing maintenance. Archaic coding made simple tasks, like updating content, overly complicated for less technical team members, and broken pages contributed to an overall poor user experience across the site.

The Solution:

Clean code, polished design, and thoughtful storytelling.

We knew it was critical to bring the warmth and humanity of Inner City to life on the website, so we started by gaining a comprehensive understanding of their culture and mission, and how they interacted with the community.

One of the goals of the redesign was to make it easier for current patients to obtain information, so we spent time improving user experience and navigation elements to allow easier access to the patient portal and resource hub. We also make it possible for new patients to understand what Inner City does and the services they provide directly on the website. Because ongoing maintenance had been a problem in the past, we designed and developed the new site with clean code and an intuitive backend that allows Inner City to manage it internally moving forward. We provided training videos so their team could have peace of mind the site wouldn’t break, and feel confident managing content easily.

Online donations are a huge part of Inner City’s fundraising efforts, but the old website made it difficult for people to donate. Our customized design for the donation page ensured the donation platform was integrated correctly and visitors could easily find it. Adding responsiveness made it possible for patients to access information on their mobile devices, and including a multi-language plugin improved communication to Inner City’s Spanish-speaking communities.

As a result of the website redesign and new branding, they’ve been able to bring in more donations to expand services, make building renovations, and invest in marketing initiatives. The new site was a huge foundational piece for allowing them to scale up and care for more patients in need.

The Results:

increase in engaged sessions year-over-year
increase in average engagement time per user
increase in pageviews
new key conversions points implemented in GA4 for tracking

Client Testimonial:

“Our company worked with Overlap to develop a new website. Our original website needed an upgrade. The Overlap team is wonderful. They are very quick to respond and are helpful. The website they developed is very user-friendly and it looks great!”

Melissa Baker, Executive Assistant at Inner City Health

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