Brand asset creation, website design & development.
The Army Central Fund is a grantmaking charity which promotes the efficiency of the British Army for public benefit by awarding financial grants that improve wellbeing and quality of life for serving personnel and their immediate families.
There was an initial requirement to conduct a brand refresh – providing assets and brand guidelines to support and enhance the new logo and help shine a light on the good work of the Army Central Fund.
Then followed the requirement for a total website redesign and build, to align with the refreshed branding, and to present the Army Central Fund clearly to those charities and army units who are seeking funding support, or are in receipt of a grant, as well as the wider military charities’ sector.
We needed to ensure that the design of the new website presented the Army Central Fund clearly to those charities and army units who are seeking funding support. The UX makes it easy for visitors to understand who they are, what they do, and how to apply for, or benefit from, funding.
It was important that the design of the website reflected their role as a trusted, responsive, and modern charity supporting the Army
community.
All of this was achieved through the following objectives:
• Clarity of message – we improved how the site communicates the Army Central Fund’s purpose, priorities, and impact.
• User experience – we made the navigation intuitive and prepared a website that engages with the various target audiences and organisations that come looking at Army Central Fund.
• Content structure – simplify and streamline pages to focus on core information and calls to action.
• Visual refresh – we created a modern the look and feel, producing a responsive website that presents attractively to users independent of the device they arrive at the website on – eg. mobile, tablet or desktop.
• Accessibility – the website is accessible for people with disabilities.
• Self-managed website – an easy to use CMS for in-house updates by fully trained staff with ongoing support.
