Morning Light provides hospice care and end-of-life services, focusing on giving patients and families meaningful experiences during life’s final chapter.
Their mission centers on reframing hospice care not as something sad, but as an opportunity to create beautiful endings filled with dignity, comfort, and love.
However, their website wasn’t effectively communicating this transformative approach or leveraging the powerful stories that demonstrated their impact.
Morning Light’s outdated website template and restrictive backend system prevented them from updating content or sharing the rich, touching stories that best illustrated their compassionate approach to end-of-life care.
The extremely large and unwieldy navigation menu overwhelmed visitors trying to understand their services.
Most critically, the site failed to reframe hospice care in the positive, hope-filled way that defined their philosophy — missing opportunities to show how they help create meaningful final chapters rather than simply managing decline.
The core questions we tackled for this project included:
How do you transform the perception of hospice care from something feared into something beautiful while creating an empathetic platform that honors both celebration and grief?
How do you provide clear information and set upfront expectations in a way that is sensitive and empathetic to people facing the end of life — while also facilitating a manageable digital experience for staff?
Our work began with the Nonprofit Beacon assessment to understand Morning Light’s unique position in reframing end-of-life care, followed by UX research that revealed how families currently discover and evaluate hospice services online.
Based on the Nonprofit Beacon as well as three strategic workshops with the Morning Light team, we developed a refreshed color palette that drew from their existing logo but introduced much more joyful and bright elements to support their reframing mission. The design approach emphasized a handmade, personal feel that reflected the individual attention they provide to each family.
Content was restructured to prioritize storytelling, creating dedicated spaces to share touching patient and family stories that demonstrate the beauty possible in end-of-life care.
The transformed website successfully reframes hospice care as an opportunity for meaningful endings while maintaining the empathy and respect essential for families facing loss.
The brighter, warmer color palette and personal design aesthetic create an inviting environment that encourages visitors to explore their services and stories.
Dedicated story pages now effectively leverage their most powerful content to drive both understanding and donations, helping more families discover the peace and joy possible during life’s final chapter.
“Pixel Lighthouse completely exceeded our expectations and did an incredible job telling our story through our website.”
– Madison Wood-Gonzalez, Executive Director of Morning Light
Morning Light transformed from an outdated, restrictive website into an empathetic storytelling platform that reframes hospice care as an opportunity for beautiful endings while honoring the full spectrum of end-of-life experiences.
Ready to create a website that sensitively communicates challenging topics while inspiring action? Book a call with us to explore how thoughtful design can help your organization share difficult but important stories.
Schedule a free 20-minute strategy session with Austin and Andrea. We’ll talk about where you’ve been, where you’d like to go, and how your website can help you get there.