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Client Case Study: Aja Imani

Project: Website Collaboration for Not Moving On

Not Moving On

Not Moving On is a mantra for those in need of a pause and some introspection. It is a call for us to slow down for one got damn minute to take an inventory of our energy, investments, and time. Most importantly, it is a reminder for ourselves to remember that we are responsible for the world the generation after us inherits. We cannot and will not move on without our younger sisters. We must teach them the lessons that we have learned. We must heal our wounds. We must take pause, so that they know that they have permission to do the same.


Aja was building a brand new website to serve as the home of Not Moving On. With multiple objectives and projects ahead, she needed help narrowing the scope of the site, as well as clearly communicating with her audience exactly how Not Moving On would support them. From there we collaborated in creating a solution to carry out the following objectives.


  • Establish brand clarity and articulate all elements of Not Moving On's business structure

  • Develop a site architecture and navigation that enable easy browsing and a seamless UX experience

  • Establish SEO foundations for future growth and leverage

  • Implement a fully responsive solution on the Squarespace platform


Together we organized some of the content that Aja had already created on the Squarespace platform. We focused on creating a clear strategy to support current and future workshops, launches and activities housed under the various Not Moving On objectives. The main focus was to use engaging layouts and content to create a platform that was both engaging and educational for her audience. From a style perspective, Not Moving On is bold yet inviting, with eye-catching colors to support its powerful mission.

Not Moving On encourages dialogue and introspection, healing and sisterhood, pride and self preservation.


Aja’s website immediately connects with visitors, inviting them into the world of Not Moving On and her "why" as its fearless founder and leader. The site functions as both hub for all information, activities and events -- in addition to a promotional asset for Aja's work in activism and education. Check out her site here!



Working with Ashley made my anxiety around trying to create my website diminish tremendously. I felt no buyer’s remorse in my decision because I knew that not only was I dealing with an expert, I was also dealing with someone who had care and concern for my vision and worked diligently to execute it. She also brought her own ideas, which helped in ways that I couldn’t have anticipated.

If you’re reading this and have been thinking about working with Ashley, don’t you wait another day. From meeting number one, you’ll see that she is the truth! Thanks Ashley!

Aja Imani

Founder, Not Moving On


A few of the services included:

Information Architecture - Content Strategy - UX & Prototyping - Website Design - Brand Identity - Visual Elements - Brand Essence - Purpose + Positioning

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