Homeless charity Crisis is preparing to relaunch its website, with design by Loft Digital. Due to launch in July or August, the new site will place the charity’s policy and research work centre stage.
Crisis appointed Loft to the £10 000-£12 000 contract last November, following a competitive creative pitch.
‘The brief was very open and flexible,’ says Loft founder Nick Nettleton, although the group is having to work within the brand guidelines produced last autumn by 300million.
Nettleton says, ‘Crisis’ policy and research department is very strong, but the website was not highlighting this. So many charity sites seem to be just online brochures.’ ‘We are going to push fun stuff like sponsored events as well.’
The website will also increase and improve its community features, ‘because communication and community are really what charities are about’, says Nettleton.
He reports that Loft is also having to juggle the requirements of the sales team, saying, ‘They often want something very brand-driven, simple and with minimal copy, because a site that looks more advertising-inspired makes it easier for them to sell’.
Loft is producing five versions of the homepage, the final being chosen by the charity’s directors and stakeholders before the site goes live this summer, later than planned. ‘The recession has put the work back a bit, but the new site should be up soon,’ says Nettleton.