The Brief
For the third time in 18 years, we were asked to undertake a full redesign of the digital gateway for the South West Coast Path, under tight deadlines.
The requirements included:
- Integrate a bold brand refresh into a clean, modern interface.
- Enhance the UX to drive conversions to donations and membership.
- Implement page level theming for the new "charity pillar" colours and brand devices.
What we did
We created a digital design system based on SWCP's new branding that ensured iconography and typography met stringent colour contrast accessibility standards while strongly evoking the brand principles.
Previous carousels slides were refactored into scrollable cards, improving usability and showing off more of the stunning Path photography.
A brand new content sectioning system ensured the homepage content, which was quite text heavy before the redesign, could be parcelled off into attractive and manageable segments. This allowed for goal-focused information followed up with clear CTAs to help drive donation, signup and promote new features.
A lot of fun was had wrangling the affectionately termed "Squiggles" into various positions and orientations across responsive breakpoints.
2015 vs 2025 redesigns
The result
We are very happy with of how the project came together, but more importantly, the client is too.
See it for yourself - https://www.southwestcoastpath.org.uk/
First of all, I wanted to provide you with some feedback about the new website – the team love it and are thrilled that we have a site that is sleek, clean, and easier to navigate.
Comments include:
New website looks great - very fresh
It's looking really slick, Aletha!
Loving the new website!
Looks amazing!
Running much faster and looking much cleaner - vast improvement
Congrats on the website - it looks brilliant!
Thank you for all your work on implementing the new brand and creating a website that we are all proud of – it’s great!
