Southern Maryland Equity in History Coalition

A comprehensive digital resource to represent Southern Maryland’s history.


The Southern Maryland Equity in History Coalition (SMEHC) had the goal of establishing a comprehensive digital resource to represent Southern Maryland’s history and to showcase the history of Black, Indigenous, and other people of color from the region. The challenge for New Target was to create branding in sync with the coalition’s goals, build a robust digital resource search system, and develop a technology infrastructure capable of supporting their extensive library of resources, all while keeping everything user-friendly.


Understanding the depth and significance of the resources SMEHC had to offer, their long-term goals, and the collaborative efforts of the coalition of Maryland organizations and educational institutions, we designed and built their website and search engine from the ground up. This ensured that everything was designed and developed to suit all their needs administratively and provide their users with the best user experience for th is important nonprofit mission.

smehc mobile website

Website Design & Development

Website Design: The SMEHC website was designed and developed with a focus on intuitive design and a user-friendly interface. This included creating structured landing pages, implementing a thorough search system, and ensuring the website was optimized for both desktop and mobile use.

Resource Library: The website features a comprehensive library of resources, categorized for easy navigation, as well as a search functionality that allows the end-users to find everything they need easily. This includes historical documents, educational materials, and multimedia content, all curated by a collaboration of Maryland organizations and educational institutions.

Logo & Branding Design

We also undertook the task of designing the SMEHC logo, as well as their brand messaging. Our aim was to craft a symbol that embodied the people and history of Maryland, while projecting a forward-thinking vision. The resulting logo incorporates symbols from Southern Maryland in a clean, modern style, representing not only the coalition but also paying homage to Southern Maryland’s environmental attributes near the Chesapeake Bay. 

Their new logo, featured proudly on the website and coalition materials, represents the coalition’s commitment to sharing knowledge about history of the people and places of Southern Maryland.


We successfully launched the the new brand, messaging, and website, to much fanfare and media attention. Throughout the branding and web design process, we maintained constant collaboration with the coalition’s stakeholder community to ensure their vision was fully realized. This teamwork resulted in a successful branding project and earned praise from coalition members and media alike.


How we did it.

The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.

The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.

We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.

Our engineering team understands you have multiple systems that need to communicate to provide a seamless user experience. Connecting software online is our speciality.

We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow

From search engine marketing strategies to social management to campaign activations and monitoring, we create bespoke digital marketing strategies for your audience.