The UX strategy focussed on the three core user goals of the website, all centred around how the user could help – donate, volunteer or join as a member. Our primary objection was to increase membership across the country, but we didn’t want to create hierarchy of importance over the other two means of aid.

In using the brand’s identity we were able to clearly mark out the important calls to action and be up front in the need from the user, balancing and backing that up with a website full of advisory, editorial, informational and case study based content, that spanned both from a local and national level.

Our standard mobile-first approach to the website meant that we were being decisive about the importance of all content, not only reducing the content from the previous website, but creating flexibility and room to grow for future content without running into the same issues from the previous website.

A restriction for any charity is the use of budget and taking that away from the primary cause. Therefore asset creation such as imagery and video content is difficult to easily produce. However, imagery is proven to be an important part of user engagement and in creating positive perceptions about the brand.

We created an extension of the brand identity through illustrated, storytelling assets. Whether static or moving, they help create a sense of imagination and inspire nostalgia around the story of the waterways throughout people’s lives. They are playful, light and create focus on the messaging and ask at hand.