UK Trauma Council

A complete visual identity and digital build for a newly-formed council specialising in the field of childhood trauma.

The Brief

To position the council online, ensuring that the first point of contact for both parents, teachers, and professionals alike would be positive, informative and easy to navigate.

Our role

Our immersive workshops helped to rationalise concerns around structure and formed a clear strategy of how to fulfil the council’s ambitions for the project. 

This discovery phase was hugely unifying and gave us a keen sense of what was right for the visual identity resulting in something meaningful, and a website structure that reflected the council’s needs.

A Challenge

Our biggest challenge was to form clear user journeys that showcased complex bodies of research in digestible themes, with a varied user base in mind. Though it needed to be presented simply for newcomers, we also had to accommodate for professionals searching for new methodologies that could apply to their work. 

With public health a major focus this year, we also had to take additional measures to ensure we were building an extremely robust website that could to handle sharp spikes in traffic in case of a sudden national or regional crisis.

The outcome

The identity we created represents the human psyche. The logo inspired by concentric yet imperfect tree rings, was developed from the the idea of ‘surrounding conditions’ – a visual analogy of a child’s development. The association of trees with protection, wisdom, transformation and liberation was also part of our rationale.

The bespoke website was built with WordPress using our custom workflow. We clearly signposted the main types of content using identity colours to facilitate the user experience and carry a feeling of lightness and hope which were important to the council’s purpose.  

On the back-end the CMS was transformed into a simple drag & drop page builder to facilitate content upload for the client, with beautiful components all designed in-house. 

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Testimonial

From the first pitch A:F were professional, collaborative and immensely creative. Ours was a challenging project with multiple audiences, stretching ambitions and an exceptionally demanding timeline. A:F challenged and supported us, keeping us on track, delivering an outstanding product on time that exceeded our brief. Communication was clear and prompt, and the team were endlessly good humoured despite the pressures. I could not recommend A:F more highly.
— Eamon McCrory PhD DClinPsy, Professor of Developmental Neuroscience and Psychopathology & Co-Director of UK Trauma Council