The King Center Imaging Project, an Initiative of JPMorgan Chase’s Technology for Social Good program, was to create an online venue for the public to view newly digitized archival objects from the The King Center. The digital archive served as the foundation of the website's redesign, with its own special user interface elements to encourage exploration as well as conducting faceted searches. Surrounding the archive, the organization's content and informational pages borrowed from the look and feel or the archive, to cohesively tie the site together.

The basis of the project was to share thousands of never-before-seen archival objects - documents, letters, personal memorabilia, photos and more - of Dr. Martin Luther King, Jr. The fundamental goal was to make this free, historical and educational resource easy and fun to explore for the general public, with a focus on the primary constituents of The King Center. The project had an unmovable launch date tied to Dr. King's holiday on January 16th, 2012. The onset of the project was August 2011, so the timeline was aggressive to begin with, and additionally was impacted by the archive's thousands of assets being digitized in tandem with the website's design, so the designers were learning of the ramifications as the project was already underway. Another goal was to use the current technology available to support the goal of inciting exploration and discovery in a seamless and supported fashion across most commonly used browsers in order to further enhance the reach to a worldwide audience.