01
Always B Smiling
Industry
Adaptive Recreation
Where We Started
Founded by Kristin and Dean Huibregtse in memory of their son Bennett, Always B Smiling supports children and young adults with disabilities and their families. Its programs had expanded into a year-round community and a campus called B-Town, but the website still focused largely on how the organization began. Families needed to understand what that founding promise had become. What happens at B-Town? What support is available? Would their child feel comfortable, and would their whole family feel welcome? The information was there, but visitors had to work too hard to bring it together.
What We Did
Through conversations with the organization, we learned how its programs, spaces, and family experience fit together. We reorganized and redesigned the website around parents’ and caregivers’ questions, giving B-Town a central role and making “Visit B-Town” a clear next step. Bennett’s story remained the emotional foundation, with distinct paths for donors, volunteers, and partners to get involved. We kept the recognizable logo and strengthened the identity around it with consistent colors, typography, and expanded brand guidelines. Custom hand-drawn icons and illustrations replaced inconsistent clip art, helped distinguish programs, and brought the warmth and creativity of B-Town into the website and future materials.
What Changed
The website now presents a fuller picture of Always B Smiling: whom it serves, what families can experience, and how to take part. Parents and caregivers can explore programs and learn what to expect before visiting, while supporters can see how to contribute. The team also gained a consistent visual system and reusable artwork for ongoing communication. Together, the website and identity connect Bennett’s legacy with the place, people, and experiences it inspired.
