Solution
Brand Reset
Involving key stakeholders, this reset began with analysis into The Yard’s audience and community, leading to the creation of a brand prism with our client.
This defines the core ethos of The Yard, its values and intrinsic emotional offering – as well as how best to reflect this across all brand touchpoints.
Following an audit of existing brand identity and materials, we learned that the existing brand did not reflect the Yard’s overall positivity and community spirit.
In addition, the current brand toolkit & guidelines were not as flexible and supportive as our client needed going forward.
Brand Reimagining
Collaborative reimagining of The Yard brand
This visual brand work centred on better-reflecting The Yard’s brand personality - who it needs to communicate with & engage -
- We broadened the colour palette, offering more flexibility while recontextualising "The Yard Yellow" as the sun within a wider playful, ‘paint pot’ palette
- By introducing a new brand typeface - Fredoka, we brought a big & bold playfulness while emphasising readability and accessibility offline & online
- We crafted a graphic toolkit of playful vector shapes – each one perfectly imperfective to be used as flexibly as needed
- Rounding off the brand work, we created guidelines and a broad set of easy-to-use social media templates in collaboration with The Yard's digital team
- All this reduces friction for new post creation, and allowing a wider group to start using the new brand confidently & coherently
Accessible user experience
An accessible user experience to excite & delight
The second phase of work centred on a UX built on flexible content modules, within the familiarity of the Yard’s preferred WordPress platform.
This lets The Yard team structure pages around what they want to say rather than being limited by a template.
The first stage of a successful UX involves a rationalisation of the information architecture & content-plan - making it much easier for the key audience types to find what they're looking for as well as engage meaningfully with The Yard.
Target user-flows
Focus on target user-flows
- Families seeking support - instantly easy for them to understand what the Yard offers, find their nearest centre and book a free taster session
- Simplified onboarding process for families becoming members - mapped out visually - clearly breaking down the support offered by age group / location
- Better-packaged and presented information and calls-to-act for supporters, funders, and government bodies
- Clearly defined ways-to-support pathways, including optimised one-off/recurring donation flows – with multiple online payment support across Stripe, GoCardless & Google Pay - with all donations centrally managed via Donorfy CRM
Throughout the entire branding reset & website project we felt very looked after by Radiator. Combining care and creativity with their positive & collaborative approach, they really do feel like an extension of our Team!
Celine Sinclair, CEO The Yard
