Organizational and recruiting site
The challenge: ITHAKA’s website was outdated, and it failed to reflect its mission, its warm work culture, and its diverse and driven staff. To make matters worse, we heard from job applicants that the C.P. Cavafy poem that inspired the organization’s name came across as elitist.
We redesigned the site from scratch, and I conceived and wrote content that focused on ITHAKA’s commitment to its mission and values, highlights of the organization’s achievements, and rotating profiles in which staff described the reasons they loved working there. I also invited the VP of Work Life & Culture to share what the Ithaka poem meant to her, and we added her interpretations to the site in a format similar to how people annotate song lyrics on the Genius website.
The inaccurate impression that ITHAKA was a dowdy and impersonal company was replaced by an active, human, and achievement-oriented image. And job candidates brought up how much they loved the poem unprompted!