CASE STUDY · NON-PROFIT ACCELERATION
The Unmasking Project
From "Static PDF" to "Digital Headquarters" in 24 hours—preparing a non-profit for a statewide launch.
Fairway Approach
Phase 1: The 24-Hour Sprint
Most non-profits spend months in "committee mode" debating a website. The Unmasking Project had an urgent deadline: an upcoming 100-mile ultramarathon launch event.
Fairway executed a Phase 1 Sprint to establish immediate digital legitimacy:
- Hour 0-4: Extracted core messaging from the internal strategy PDF (Mission, Stats, Pillars).
- Hour 4-10: Defined the "Signal" Design System—moving away from clinical "therapy blue" to a tactical, action-oriented "Signal Orange."
- Hour 10-20: Built the React application using Bento-grid layouts to display complex data simply.
- Hour 24: Live deployment. The organization went from "idea on paper" to "link in bio" in a single rotation.
Timeline
24-Hour Sprint. From first conceptual meeting to live, donation-ready deployment.
Source of Truth
Translated a comprehensive 25-page Strategy PDF into a simplified, mobile-first experience.
Phase 2 Goal
Create digital air cover for offline outreach to 40+ Massachusetts high schools.
The Challenge
The Unmasking Project had a powerful mission and a detailed 25-page strategy document, but no public face. With a major launch event (a 100-mile run) approaching in days, they needed:
- Instant Legitimacy: A site that looked established and professional enough to accept donations immediately.
- A "Non-Clinical" Vibe: A design system that appealed to men and athletes, steering clear of soft, "medical" aesthetics.
- A Tool for Phase 2: A landing place for the dozens of School Administrators they plan to pitch in the coming months.
The 24-Hour Build
We treated this project like a software sprint, not a creative agency retainer.
Extraction & Strategy
- Ingested the 25-page "About The Unmasking Project" PDF.
- Identified the "Three Pillars" (Community, Education, Advocacy) as the site's information architecture.
- Pulled critical stats to use as high-impact hero elements.
Defining "Mental Fitness"
- Established the "Signal Orange" color palette—high visibility, active, urgent.
- Selected monospaced typography for data points to mimic athletic timing gear (Strava/Garmin style).
- Designed "Bento Grid" component cards to make the heavy text content feel digestible and modern.
Development & Deployment
- Built the site in React (Vite) for instant page loads and smooth transitions.
- Wired up the "Protocol" tabs to showcase the actual mental health exercises from the PDF.
- Deployed to a live URL, giving the founder a shareable asset for his next morning's meeting.
Net result: The organization now has a professional digital face that matches the quality of their offline mission, enabling them to move into Phase 2 (recruitment) with confidence.
Have a mission, a PDF, and a deadline? We can build your digital HQ in 24 hours.
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