- Branding is one of the most important aspects of any business, large or small. It’s everything. Your identity. Your credibility. Your connection with the world.
Iceni is an Ipswich-based charity that supports children and families affected by issues related to drug addiction, domestic abuse, mental health and poverty.
Founded in 1998, Iceni’s goal is to keep children out of care by turning families’ lives around. It does this through a range of holistic programmes and treatments, delivered by a team of qualified therapists, counsellors and medical practitioners, as well as volunteers.
From our initial discussions, it was established that Iceni required a brand refresh along with a new website that showcased the charity’s work and made it easy for potential investors to donate or enquire about partnering with the charity.
Iceni wants to position itself as an open, honest and trustworthy charity – and this is something we took into consideration when evolving the look and feel of the brand.
From a visual perspective, we effectively started with a blank slate, meaning we had a chance to be creative early on without the limitations of existing brand guidelines.
Our research into other reputable charities highlighted purple as a colour that evokes trust, so we made sure to incorporate this into the new branding. The new logo – a rounded quotation mark – is reflective of Iceni’s holistic approach, which is founded on communication and addressing the ‘whole person’.
With Iceni looking to raise more funding from corporate entities, we needed to make sure the website was simple to navigate so potential donors can quickly find the information they need.
To make the donation process as smooth as possible, we gave the ‘Donate’ button a prominent position in the site navigation, added the donation form to the bottom of several pages and designed the homepage donation form to roll out fields on the same page. The budget also allowed us to incorporate a few animated assets across the site, giving it a more dynamic feel.
The result is a website that delivers on both aesthetics and user experience, as well as a brand that people can trust. We were inspired by the work Iceni does, and it was nice to be given an opportunity to make a positive impact on the charity, as well as the people it supports.
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