Upon conducting comprehensive audits covering website traffic, SEO, social media landscape and content creation, it became evident that brand consistency was going to be just the initial phase of the project. Evolving the charity’s presence required Henshaws' identity, digital platform, and marketing strategies to be aligned. The website was outdated and did not effectively cater to their accessibility requirements or support their extensive digital marketing and fundraising campaigns, which were integral to generating donations.
Introducing an evolved Henshaws brand identity and committing to cohesive - yet distinctive in their own rights - sub-brands roll-outs became imperative for maximising brand awareness and fostering a unified visual communication approach for all stakeholders - service users, donors, volunteers, art makers, students, visitors and staff. Henshaws presence in both online and offline channels called for a streamlined brand identity, digital strategy, and ongoing design support assumed great importance in propelling the charity forward. The goal was to ensure seamless communication across all departments within Henshaws while maintaining the ability to differentiate each area of the charity effectively and resonate with individual target audiences across the four core areas of their mission.
Recognising the budget constraints of a charitable organisation like Henshaws, we proposed a services retainer package tailored to their needs. This package allowed them to leverage our design, development, and digital marketing teams as required while optimising their available resources.
Henshaws' previous website not only posed responsiveness issues for users but also failed to operate efficiently for the organisation itself. It lacked essential functionality, accessibility features and a unified 'One Henshaws' identity. Additionally, managing and prioritising the abundance of content from the old website presented a significant challenge. Our digital audit played a crucial role in identifying content that was essential for migration and distinguishing content that was outdated or no longer relevant.
Our highly skilled team of developers embarked on a comprehensive accessibility journey, ensuring that their custom-built code not merely complied with, but was actually purpose-built with accessibility standards in mind, exceeding traditional site build expectations. Given Henshaws' fundamental commitment to serving individuals with visual impairments and other disabilities, creating a safe and accessible digital space for their users and staff was of paramount importance.