British Safety Council - Evolve brand identity for digital platform.

  • Steven Chen
  • Tony Goff

Insight: The British Safety Council is one of the world’s leading health and safety organisations founded in 1957. They went through rebrand in 2013. Since then as the charity grew, they're increasing demand of their digital platform and needed to engage more with their audience. We were commissioned to enhance the user experience and modernise the look and feel of their website.

Challenge: Over the years, the BSC felt disconnected with their audience, particularly with how its users perceived the organisation. Restrictive brand guidelines and web structure resulted in repetitive visuals and a lack of creative options. Working in sprints, combined with a tight deadline, meant that the design starts simultaneously with UX.
Idea: Our first step was to meet with the digital and marketing team to understand the company’s performance and challenges over the years. From this, we understood the BSC to be a strong, forward-thinking organisation in need of a refresh. With the freedom to explore their existing visual language, we focused on de-cluttering and used a modular based structure for flexibility. Our new approach transformed the appearance of their existing digital platform to a clean, modern and user-friendly site. To compensate for the tight deadline, we used Sketch and Zeplin from initial concept to roll out to provide a smooth and fast transition.
The design was created with mobile first in mind. On smaller screens, we strived to be economical with space while maintaining the overall appearance. For example, designing the panels to go edge to edge.


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    British Safety Council