Creating a destination for every stage of the Raynaud’s and Scleroderma journey
SRUK‘s mission is to improve the lives of everyone affected by Scleroderma and Raynaud’s. They do this by investing in research, improving awareness and understanding of the conditions and providing information and support to all those affected.
The challenge
The existing website didn’t offer a great experience for its users or reflect the level of care and clarity SRUK provides through their services. Navigation was difficult, the CMS was restrictive, and the brand lacked the flexibility needed to speak to two very different audiences: people living with the conditions, and healthcare professionals looking for research and resources.
Accessibility was also a challenge. Inconsistencies across type, colour, and layout created barriers for users trying to find information or support. SRUK needed a charity website that felt warm and supportive while meeting a high standard for accessibility and functionality.
- Accessibility review
- User testing
- Brand development
- UX design
- Web design & build
- UX & QA testing
The solution
We designed a flexible brand system and website that adapts to the needs of SRUK’s varied audiences. A clear typographic hierarchy makes content easier to scan and digest, while a new, contemporary typeface links back to the circular form of the logo. A brand reference provides clarity and consistency, making it easier for the team to use the identity with confidence.
Using SRUK’s icon colours as a base, we expanded the colour palette to improve contrast and accessibility, introducing tints and shades to offer flexibility. Colour also became a way to guide users: green for support and blue for research. Page modules can now be styled in either colour, so the team can tailor the tone of each page to its audience.
We also refined the brand’s circular graphic language, developing a system of ‘Atoms’. These simple shapes can be used in countless combinations depending on the tone required, from warm and playful to calm and clinical.
The new website was designed to feel accessible, supportive and easy to use, regardless of device, ability, or stage of the user journey. Improved site structure and content design mean people can now find the right information faster, whether they’re newly diagnosed or a health professional looking for guidance.
