Uniting strategy, design, and tech to help Action for M.E. do more

Brand Strategy & Tone of Voice

Our first step was to deeply understand Action for M.E.’s audience - what mattered to them, how they perceived the charity and what support they valued most. Through engaging workshops, detailed research and close collaboration with key stakeholders, we positioned Action for M.E. as an 'Influential Ally' archetype. This approach aligned perfectly with their proactive, empathetic role in advocating for their community. It allowed us to craft a warm, approachable and consistent tone of voice that was relatable and inspired trust and connection across all their communications.

 

Brand Design

The new visual identity needed to reflect the refreshed brand positioning and be accessible to everyone, including those experiencing symptoms of M.E. We engaged in an iterative, collaborative design process alongside Action for M.E., exploring multiple logo variations and visual elements that prioritised readability and accessibility. Colours, fonts and layouts were thoughtfully chosen to ensure clarity and warmth, ultimately presenting a fresh, uplifting identity that represented resilience and hope.

Web Design & UX

When approaching the website redesign, user experience and accessibility were paramount in delivering a much improved front end. We started with detailed wireframes and interactive prototypes, carefully mapping user journeys for a diverse audience - from individuals living with M.E. and their families to healthcare professionals and donors. The design thoughtfully integrated dynamic visuals, clear navigation paths and relatable imagery, ensuring the site felt inclusive, intuitive and genuinely supportive. Strategic calls to action were positioned throughout to gently guide users to the most valuable resources and community spaces.

Web Development & Technical Delivery

We built the website on WordPress, chosen for its user-friendly content management capabilities. Our team created a custom, block-based CMS, enabling Action for M.E.'s staff to easily manage and update their content without hassle. We integrated the website seamlessly with their CRM systems (Raiser’s Edge and Charity Log), improving administrative efficiency. To support their community-building efforts, we implemented a modern forum solution (WPForo) that provided intuitive usability for both administrators and community members. Enhanced SEO tools, comprehensive accessibility features, and a robust search function further enriched the site’s functionality.

The refreshed brand and updated website marked a significant improvement for Action for M.E., greatly improving their digital presence and providing better tools for their team. The new forum quickly became an essential hub, receiving excellent feedback from the community who appreciated the ease of navigation and the supportive atmosphere. Internally, the Action for M.E. team celebrated the newfound ease of managing website content and interacting with their audience more effectively.

Looking Ahead

Our partnership with Action for M.E. continues to grow. We're excited to further this meaningful collaboration and help the charity make a lasting, positive impact on their community.