Backing social enterprise with purpose and clarity

While SSE’s purpose was clear internally, it wasn’t landing with the same confidence or clarity externally. Our role was to close that gap by bringing focus, consistency and flexibility to their communications. This would elevate what already worked and evolve what was holding them back.

To do this, the project was structured across four connected phases: user testing, brand messaging, brand development, and website UX, design and build. Each stage worked to inform the next, ensuring strategy, identity and digital experience were developed together. This joined-up approach allowed us to create a cohesive, purpose-led journey that reflected SSE’s values to users while also building a welcoming, engaging experience that social entrepreneurs would feel proud to be part of.

Our first step was to clarify SSE’s purpose through an interactive messaging workshop shaped by team insight. Focusing on plain English and tested using Flesch–Kincaid readability, we refined SSE’s purpose, vision and mission to bring clarity and simplicity to their story.

Through research and testing, we developed a new purpose statement: “To back people with purpose and build a better world together”. This clear and focused statement captured SSE’s role in supporting individuals with funding, skills and community, while reinforcing their collaborative approach. With the statement in place, this became the foundation for all creative decisions that followed.

Next, we evolved SSE’s visual identity to feel more modern, legible and flexible. We introduced a type pairing that balanced bold dynamism with legibility and function. The colour palette was refined by increasing saturation and vibrancy, resolving accessibility contrast issues and a system for use. Existing brand devices were strengthened through consistent application, new layering techniques for imagery, and a supporting holding device derived from SSE’s ring icon. Lastly, we developed a refined logo to solve balance and legibility challenges while also feeling bolder and more cohesive with the wider identity.

When it came to the website phase, our primary UX objective was to create a trusted hub that helps social entrepreneurs quickly find the support they need. Through discovery and user research, we immersed ourselves in the challenges faced by SSE’s community. This insight helped to shape an experience that guides users clearly and confidently to relevant opportunities while showcasing the full breadth of SSE’s offer.

A key outcome of this was the ‘Find the right support journey’ which featured a tailored questionnaire to captures users’ goals and challenges, then presents a personalised mix of programmes, workshops and resources. This not only improved relevance for social entrepreneurs but also enabled SSE to build long-term relationships through meaningful data capture, with a more scalable, human approach. The journey was tested through prototypes and refined using user feedback, with ongoing success measured through applications, bookings and resource downloads.

Turning to the wider site, we simplified navigation, streamlined applications and balanced accessibility with warmth and optimism. Animated hero banners and expressive hover states were added to encourage exploration while still remaining professional and inclusive.

We supported integrations with Salesforce, Ticket Tailor, Moodle, Mailchimp, Form Assembly and Power BI to link up internal systems. Analytics, CRM guidance and admin UX integrations were also added to lay the foundations for automation, insight and continued growth.