Hero Down Foundation
Nonprofit Website Design & Development
Hero Down Foundation is a New England-based nonprofit dedicated to supporting wounded veterans, violently injured law enforcement officers, and their families through rapid financial relief, training access, and community-driven programs. They came in on a Shopify site that had outgrown itself entirely – the foundation had grown into three distinct pillars, each with its own audience, content, and functionality needs, all crammed into a template that was never built to hold any of it. The ask was a ground-up rebuild built around how the organization actually operates. As a Marine Corps veteran himself, Stephen understood the mission before the first conversation was over.
The site is structured around three interconnected sections: the Charity, which handles the foundation’s mission, beneficiary stories, and donation processing; the Competition Series, which manages shooting events, training programs, and community-driven competitions that directly fund and support the foundation’s work; and the Shop, where apparel and merchandise sales feed directly back into the mission. Each section has its own dedicated area, navigation, and content structure – but they all operate as one unified platform.
On the technical side, WooCommerce with Stripe handles both donations and merchandise sales. The Triple Crown Throwdown competition series got its own section with event scheduling, registration, and a custom pre-order apparel drop featuring variable product bundling and Product Add-Ons for personalized name printing on competition gear. Logo work was included. The whole build was architected so their team can manage content, add events, update products, and grow each section of the site independently without outside help.
The result is a platform built around what Hero Down is actually trying to accomplish – rapid financial relief for families, elite training and competition that strengthens readiness, and a community that sustains the mission long term. From the first donation to the last jersey order, everything runs through one system they own and control.
Project Details
Client: Hero Down Foundation
Type: Nonprofit Website Design & Development
Platform: WordPress / WooCommerce
Scope: Ground-up rebuild
Deliverables: Web Design, Logo Design, E-commerce, Domains, Technical
“Everything feels artificial these days – including a lot of web development companies. Cookie-cutter websites that drag on for months, drain you of money, and when you get the product, it feels like no one understood you, your vision, or your business. Within five minutes of talking to Stephen, I knew Yellowfin was exactly what we were looking for.”
Johnny OBrien
Hero Down Foundation
Google Review
“Hero Down Foundation was forged out of necessity to protect and uplift those who protect us. Through competition, training, and community, we support wounded veterans, injured law enforcement officers, and their families by providing immediate relief, restoring purpose, and strengthening readiness. Our mission is rooted in responsibility, resilience, and the belief that no hero or family should stand alone.”
– Hero Down Foundation
The Transformation
Before & After
Our Work
Hero Down is one of nearly three decades of client projects. The portfolio covers small business sites, nonprofit builds, ecommerce stores, and everything in between – across industries, budgets, and project types. If you see something that looks like what you need, that’s where the conversation starts.
Every project is scoped individually. No packages, no guesswork – just a straight conversation about what you need and what it will take to build it right.