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 offers free practical and legal solutions for debt, housing, benefits, and employment to people in need. Despite having established a reputation for their work over the decades, the centre’s visual identity and communication failed to reflect the scale and standards of the organization. So, they wanted to revamp their visual identity to ensure a cohesive brand image.
The existing visual elements of the organisation lacked identifiability and suffered from a fragmented design system. While the brand's name and colours (orange and green) had a strong association, they needed a visual hook to unify the system and establish a sense of community. Through the redesign, we aimed to create a warmer personality that resonated with the organisation's values.
We drew inspiration from the power of good advice and its impact on people's lives. To anchor the identity system, we opted for quotation marks, which are an identifier of advice and conversations. The logo mark merges community, optimism, nucleus, and advice into one symbol, reflecting the organisation's mission. The visual system employs quotation marks and an extended colour palette.
The existing website was fraught with navigational and functional issues, failing to effectively convey the organisation's services and offerings. Moreover, the website lacked an emotional connection or a distinctive identity, resulting in a underwhelming user experience. The website's backend also suffered from messy, cluttered and unsystematic information architecture.
Together, we delved into the motivations, goals, and expectations of stakeholders, charting the journeys of clients, supporters, community members, and volunteers. This thorough analysis yielded a refined information architecture, and our redesign aimed to cultivate a user experience that is both inviting and unambiguous.
The new website was developed on Webflow, featuring an easy-to-use back-end and responsiveness. Each service was given a dedicated page, with a succinct explanation of how Nucleus can help people and how to get in touch. Dedicated pages were crafted to motivate volunteers, supporters, and the community, while also showcasing the organisation's history and impact.
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