American Folklore Society


After years of active content creation, the AFS website was ready to give its audiences an easier way to find information on their website along with a visual brand that clearly represented its membership.

  • updating the visual identity to reflect the vibrancy and passion of both the organization and its membership while maintaining a connection to its past
  • optimizing content organization for easier website navigation
  • improving content presentation for higher audience engagement
  • building an accessible and inclusive experience for all website visitors

What we did

  • Strategic Discovery
  • Information architecture & UX
  • Content Strategy
  • Branding design
  • Web design
  • WordPress & front-end web development
  • Accessibility compliance & consulting

Project team


Ready for the public to explore

We’re excited to announce the launch of the new visual brand and website for the American Folklore Society. Created in collaboration between Sasha Endoh and Melissa Jean Clark.