CW+ is an independent charity working in partnership with Chelsea and Westminster Hospital NHS Foundation Trust to support the delivery of care to more than 1.5 million people. They were looking to develop an online proposition that created a compelling case to donors, an emotional connection with their varied audience, and a seamless user experience.
Developing the brand
An audit of the existing brand revealed an opportunity to freshen up the current identity and address a lack of personality and depth. The existing look felt overly clinical and wasn’t congruent with CW+’s position as an innovative and creative organisation. This process would result in more assets being made available for the comms team and create more clarity and flexibility around the brand and its application across the website and other promotional materials. With the charity already committed to printed materials that carried the existing brand, any changes to the core identity needed to be subtle evolutions, but we managed to squeeze some more personality from it by tweaking the logo lettermarks and enhancing the colour palette, giving it a more contemporary look and feel.
Defining user journeys
Like most modern charities, CW+ had multiple audiences to cater for. Whether it was members of the public looking to donate or fundraise, or NHS staff seeking information on grants, the information needed to be clearly signposted and the navigation intuitive. The website had to be structured around their needs, challenges and motivations. Following workshops with key stakeholders and profiling of key user demographics, the new user journeys were mapped out and page wireframes developed to structure content to the new sitemap. We then created the front-end designs, incorporating the refreshed branding.
Enhancing the brand experience
The objective for the project was to enhance the brand experience across all channels, with optimisation of the donor journey online a primary aim. Putting an intuitive user journey in place helped to boost donations and showcase the funded programmes and initiatives of the organisation. The CW+ team benefited from a reliable content management solution, as well as improved analytics, which allowed them to better track the performance of marketing campaigns.
6rs were always very cool, calm and collected, which is reassuring when you're working on a long-term project of this scale with lots of stakeholders! We are very pleased with the outcome, and will be continuing to work with them on upcoming projects.” — Polly Fox, Head of Comms & Marketing, CW+
Photography credit: Header image courtesy of Mile91
