WHIRLPOOL CARE COUNTS
whirlpool care counts multi-page brand equity experience
Context: The Whirlpool Care Counts Laundry Program addresses a hidden barrier to education: access to clean clothes. One in five students lacks reliable laundry access, and many skip school to avoid stigma — contributing to chronic absenteeism and increased dropout risk.
Whirlpool installs washers and dryers directly in schools so students can discreetly clean their clothes on campus, improving attendance and confidence. As the program expanded nationwide, the original one-page site no longer reflected its growth or impact.
We redesigned the experience to better communicate the program’s scale, measurable outcomes, and human stories through multimedia storytelling and interactive components. The project supported earned media coverage, including a feature by theSkimm.
My Role
As Lead Designer I owned the end-to-end design process from concept through launch, collaborating with clients, internal stakeholders, developers, content teams, and QA to deliver a scalable, accessible experience.
Responsibilities
Page redesign and visual direction
Wireframing and UX structure
Illustration and visual assets
Authoring in AEM using component-based workflows
Design QA and accessibility testing
The Challenge
Communicate an under-recognized social issue with clarity and empathy
Balance emotional storytelling with credible data and outcomes
Showcase national program growth in a dynamic, engaging way
Create a flexible system for future expansion and content updates
Show Whirlpool brand’s dedication to helping kids stay in school by bringing focus to the breadth of the story behind the Care Counts™ Laundry Program
Appeal to a variety of different audiences through pages of tailored content
Impact
Elevated Care Counts as a flagship social impact initiative
Improved storytelling clarity around measurable program outcomes
Created a scalable platform for ongoing expansion
Supported PR and media amplification