As a newly established organisation focused on addressing workplace inequality in the healthcare sector, A Better Culture needed a bold, digital-first brand that would resonate with time-poor medical professionals. With no existing digital presence and minimal brand guidelines, the challenge was twofold: build a compelling and accessible website from the ground up, and design an interface that could cut through the noise of typical, text-heavy educational platforms. The site had to immediately communicate the organisation’s mission, inspire trust, and quickly guide users toward signing up for specialised workshops—while also navigating a complex content ecosystem of support services, videos, articles, and toolkits. Complicating matters, the initial brand colour palette was not WCAG-compliant, creating an inclusion gap that contradicted the organisation’s core values.

I developed a user-centred platform with a bold yet minimalist visual language that captured attention and aligned with the urgency of the cause. Clear information hierarchy, concise messaging, and intuitive navigation ensured that users, particularly busy medical professionals, could immediately understand the organisation’s purpose and take meaningful action. Content was structured to prioritise calls to action and drive engagement with workshops and resources, while backend flexibility allowed the client to scale their educational offering over time. To ensure accessibility and uphold the brand’s commitment to equity, we audited and adapted their colour palette to meet WCAG compliance, ultimately delivering a digital experience that was both impactful and inclusive.