Visual Identity Redesign
Identity and website design for a London-based non-profit that provides free practical and legal advice to the vulnerable sections of society. For more than four decades, Nucleus has helped people get rights to essential services.
Nucleus is a legal advice centre that provides free practical and legal solutions for Debt, Housing, Benefits and Employment to people in need. Even after decades of having established a reputation for their work, their visual identity and communication didn’t do justice to the scale and standards of the organisation. Therefore their team wanted a cohesive visual identity redesign.
The existing visual elements lacked identifiability, and the overall design system was fragmented. Although the organisation’s name and the colours (orange and green) had a strong association with their brand. For the redesign, we identified a need for a visual hook that could hold the system together, a warmer personality and a sense of community.
We got inspired by the power of good advice and its impact on people's lives. As an anchor for the identity system, we decided to use quotation marks, an identifier of advice and conversations. The logo mark merges community, optimism, nucleus and advice into one symbol. The visual system uses quotation marks and an extended colour palette.
The existing website had a lot of navigational and functional issues. The services and offerings of the organisation weren’t communicated upfront. The website also lacked an emotional connection or a memorable identity, which created an uninspiring user experience. The website’s back end was also messy and had unsystematic information architecture.
We worked together to identify the motivations, goals, and expectations of the stakeholders. We mapped the journeys of their clients, supporters, community members and volunteers. This analysis gave us a better information architecture. With the redesign, we aimed to create a space of comfort and clarity for the users.
The new website was developed on Webflow, with an easy back-end and responsiveness. Each service got a page with a succinct explanation of how Nucleus can help people and how to get in touch. We created dedicated pages to inspire volunteers, supporters and the community. We also designed sections to talk about the organisation’s history and impact.
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