Problem
CBR YouthConnect has supported more than 17,000 at-risk youth and families since 1959, but its website told the story of its past more clearly than the work it does today.
The organization began as Colorado Boys Ranch in La Junta, where young people built values and responsibility through nature and animals. In 2014 it became CBR YouthConnect, a community-based organization focused on resilience, character, and self-reliance. It later launched HERO-WITHIN, a new initiative recognizing youth who are thriving in the face of adversity.
The website had not kept pace with that evolution:
The content centered on history and the transitions that led to the current organization, which muddied the present-day mission and impact.
Information was buried behind layers of links, so visitors had to dig to understand what CBR YouthConnect does and how to help.
Three distinct audiences (partners, sponsors, and individual donors and nominators) had no clear path to the information or action meant for them.
HERO-WITHIN, the organization's newest and most forward-looking initiative, lacked a clear home on the site.
The challenge was to honor a 65-year foundation while giving today's mission the clarity and energy it deserves, without changing the existing logo.
Solution
ShuBu led a brand and website refresh that told the legacy story concisely and put a vibrant, hopeful spotlight on what CBR YouthConnect does now.
Working with Executive Director Monica Groh and Colette Larsen, ShuBu anchored the work in one single-minded thought: Advocacy and Education: Building Connections to Inspire Youth Resilience. The tone balanced strength, resilience, and a rugged, established presence with an open-hearted, caring, and optimistic voice.
Key elements of the work:
Refreshed visual identity. Building on the existing CBR YouthConnect logo and the refreshed HERO-WITHIN logo, ShuBu developed vibrant secondary colors, updated fonts, and new imagery direction for a modern, energetic look.
Clearer messaging. ShuBu cleaned up the site structure, removed outdated content, and shifted the story from what happened to what the organization accomplishes today, with a concise history page that respects its roots.
Modular, scroll-first design. Pages were built so visitors learn more as they scroll rather than clicking through layers of links, getting to the mission and the ways to help faster.
Audience pathways. The site was organized around partners (programming, site, funding, and expert partners, plus nominators), sponsors (Superhero, Champion, and Hero levels), and individuals who want to give or nominate a young person.
A home for HERO-WITHIN. A dedicated HERO-WITHIN page gave the initiative a clear place to explain its purpose and invite nominations and sponsorships.
Full build and launch support. ShuBu delivered design templates for the homepage, About/History, and HERO-WITHIN pages, plus the site map and copy outline. The build included SEO setup, Google Analytics, social channel integration, and a direct link to the giving page.
Impact
CBR YouthConnect now has a website that leads with its present-day mission, gives each audience a clear way to get involved, and carries its 65-year legacy with confidence instead of letting it crowd the story.
A clearer story, inside and out. The process helped the whole organization align on its story, mission, vision, and values, giving staff and board a shared way to talk about the work.
Faster understanding. The modular layout lets visitors grasp who CBR YouthConnect serves and how to help within a single scroll.
Direct paths to action. Partners, sponsors, donors, and nominators each have a defined route, with sponsorship levels and nomination options easy to find.
HERO-WITHIN positioned for growth. The initiative has a visible home that supports nominations, sponsorships, and partner recruitment.
A foundation for measurement. Analytics and SEO setup give the team the data to track traffic, engagement, and giving over time.
"Becca and her team were wonderful to work with. We needed a new website and they brought tremendous expertise and professionalism and creativity to the process. I felt confident in their knowledge of best practices and trends. You are in good hands if you hire ShuBu Creative Group."
Monica Groh, Executive Director, CBR YouthConnect
