Built on Trust, Collaboration,
& Community
ALINE approaches our relationship with PAL not as a vendor but as a true strategic partner, rooted in a philosophy of relational collaboration and community focus.
Project Overview
PAL: Play. Advocate. Live Well. is a community-centered nonprofit dedicated to improving health, wellness, and active living in Spartanburg County. Working to create opportunities for physical activity, healthy eating, and strong community connections, PAL has become a driving force behind trail development, parks, community events, and food access initiatives in the region.
Since 2014, ALINE has served as PAL’s trusted digital partner—crafting a web presence that reflects PAL’s mission, amplifies its impact, and supports deep community engagement. As the organization has grown, more recently our efforts have been focused on optimizing an umbrella website to capture the essence of who they are, while creating individual sites for some of their larger initiatives.
The Challenge
PAL’s work is multifaceted. From expanding trail networks to operating the PAL Food Hub and hosting signature community events, their online presence must reflect the multiple moving parts that comprise their organization. To support such a broad mission, PAL needed a website that could:
- Clearly communicate its mission and community impact
- Serve as a reliable hub for event information, volunteer opportunities, and healthy living resources
- Engage the local community and partners through accessible design
- Support strategic goals like advocacy, fundraising, and public awareness
Scaling Impact Through Initiative-Specific Digital Experiences
As PAL's work has expanded, so has the need for digital spaces that could serve distinct audiences and goals. While the core website for PAL: Play. Advocate. Live Well. functions as a central hub, initiatives like the Saluda Grade Trail and the Spartanburg Criterium required their own dedicated platforms to tell deeper stories, promote engagement, and support growth.
ALINE partnered closely with PAL to design and develop standalone websites for these initiatives—each tailored to its unique purpose and audience. These sites were built to function independently while still feeling unmistakably connected to the PAL brand, using a cohesive design system and content framework that ensured visual and tonal consistency. Shared brand elements, such as typography, color palettes, imagery style, and messaging principles, helped create a unified experience, while flexible layouts and custom features allowed each initiative to stand on its own.
The result is a connected ecosystem of websites that reflects PAL’s expanding impact and empower each individual program to grow, engage, and communicate effectively without fragmenting the organization’s identity.
One of the challenges for our organization is that we have a lot of different projects. ALINE has helped us take all of these moving parts—these initiatives that all have their own brand and have their own audiences—and helped us really create a streamlined message around the many moving parts.
Laura Ringo, PAL Executive Director
Powering a Signature Community Event: The Spartanburg Crit
The Spartanburg Criterium is more than a cycling race—it’s a celebration of community, movement, and our great city! As the event has grown in scale and visibility, PAL needed a digital platform that could support both the logistics and the energy of race day.
ALINE has partnered with PAL to design and maintain a dedicated website for the Spartanburg Criterium that serves as the event’s central source of information. Built to be clear, fast, and mobile-friendly, the site supports everything from race day details, schedules, and maps to sponsorship visibility, registration pathways, and community storytelling. Over the years, ALINE has helped ensure the Crit's digital experience keeps pace with the realities of a large-scale, community event.
Together, ALINE and PAL continue to evolve the Spartanburg Criterium’s online presence, helping it grow as a marquee event that brings people together and showcases Spartanburg at its best.
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