Client: Fugees Family

Founded by top CNN Hero of the Year, Luma Mufleh, whose TED Talks have garnered almost 2 million views as of 2022, Fugees Family, Inc. advances educational justice for refugee and immigrant youth through their innovative program centered around soccer at their charter schools.

Duration

16 Weeks

Project Year

Sector(s)

The Challenge

Fugees Family approached Hyphenate seeking a comprehensive marketing, design, and communications rollout to bring clarity and consistency to their brand across all channels. Their existing Wix website had become difficult to manage as content grew, resulting in a fragmented user experience and operational inefficiencies for the internal team.

Beyond the website, Fugees Family needed a cohesive digital marketing and communications strategy—one that aligned messaging across platforms while supporting a small team juggling marketing, design, social media, and web management. They required not just creative execution, but structured systems and workflows that could sustain momentum across multiple fiscal quarters.

PROJECT SCOPE

Website audit, UX restructuring, and redesign
Migration from Wix to custom WordPress site
Logo refinement and brand alignment
Digital marketing and communications strategy
Custom Airtable-based marketing workflow system
Social media management and content creation
Social media video production
Six months of social media content development
Ongoing consulting and project management

Toolkit & Skills Used

Website design & development
Adobe Creative Suite
Search engine optimization (SEO)
Brand identity
Social media strategy
Graphic design
Copywriting & copyediting
Consulting
Project management

Our Approach

Hyphenate partnered closely with Fugees Family to deliver an integrated digital transformation grounded in strategy, usability, and operational clarity. We began with a full website audit, restructuring content and navigation to create a more intuitive user experience. From there, we transitioned the organization from Wix to a custom WordPress site—providing greater flexibility, scalability, and ease of content management.

To support brand consistency, we refined and cleaned up the existing logo and ensured visual alignment across digital and print materials. In parallel, Hyphenate assessed Fugees Family’s internal operations and built a custom digital marketing and communications system using Airtable. This centralized platform gave the team visibility into campaigns, content calendars, and deliverables—helping streamline workflows and reduce friction.

Over two fiscal quarters, Hyphenate worked as an extension of the Fugees Family team, collaborating via a dedicated Slack channel and weekly meetings. We led marketing strategy, print and digital design, website design and management, and social media execution. To ensure long-term sustainability, we created and delivered six months of social media content—including static assets and video—empowering the internal team to confidently carry the work forward.

The result was a unified brand presence, a modern and manageable website, and a scalable digital marketing foundation designed to support Fugees Family’s mission-driven work.