Nucleus

SCOPE

Design Strategy
Visual Identity Redesign
Website Design
Web Development

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.

BEFORE

AFTER

BRIEF

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.

INSIGHTS

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.

SOLUTION

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.

LOGO IDEA

COLOUR PALETTE

The extended colour palette is warm, comforting, and optimistic.

The colours can easily be mixed and matched in the brand patterns created using quotation marks for varying messages and moods.

BRAND PATTERNS

SERVICES ICONS

During this process, we also worked on redesigning and redeveloping their website. Their previous web presence was uninspiring and hard to navigate for their clients, supporters, and volunteers.

DIAGNOSIS

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.

INSIGHTS

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.

SOLUTION

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.

BEFORE

AFTER

“Kawal was recommended to us by another charity. I was impressed by the time and efforts he made, from the first meeting,  to really get an in-depth understanding of Nucleus. Of our values, of what we wanted to achieve for our beneficiaries and of relations we had with sponsors and funders. Kawal worked closely with us, from completing the briefing questionnaire to design.

We really felt supported and listened to throughout. The result is a website we can be proud of, one which is easy to use and gets really positive comments from partners and sponsors. Best of all, Kawal also trained us  so we have the skills and tools to keep it updated and looking great.”

Baljit Badesha

Director, Nucleus Legal Advice

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