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akt is a registered charity offering routes into safe housing and support services to LGBTQ+ young people, at risk of, or experiencing homelessness or a hostile living environment.

The charity supports young people aged 16-25 into safe homes, employment, education or training in a welcoming environment that celebrates the diversity of LGBTQ+ identities. In collaboration with Fat Beehive, we redesigned and developed the charity’s website on WordPress.

Bright pink circular and rounded-edge shapes on a purple background, featuring the text akt in lowercase purple letters inside the right shape.
Credits

Brand Refresh: Zoe Tang

UX Design: Eva Kamenetski

Copywriting: Lily Hannigan and Georgie Matthews

Developer: Sofiia Bondarenko

Brand Refresh

Akt sought a brand refresh to align with their target demographic of 16-25 year olds. We suggested a more dynamic website featuring new graphics and real-life photographs to foster a sense of community, moving away from the prior illustration-heavy branding. We incorporated diverse images of young LGBTQ+ individuals to modernise the site. For brand consistency, we kept purple as the brand’s core colour, complemented by a new palette of pink and blue, to maintain brand consistency and reflect the vibrant spirit of the community akt serves.

The image shows the word akt in purple, repeated six times on a grid with colourful backgrounds. The backgrounds are light grey, pink, orange, grey, light blue, and yellow. Each square presents the word akt prominently in the centre against these different background colours.

Image showcasing two font examples: Archivo Bold in blue against a dark purple background, and Poppins in dark brown on a yellow background. Both fonts display uppercase letters, lowercase letters, and numbers from 0 to 9.

Nine akt logos in purple, each displaying a different pride flag inside the letter a. Flags shown include lesbian, transgender, pansexual, bisexual, and asexual. All set on a white background.

A vibrant grid featuring six squares, each displaying distinct geometric shapes: a purple semi-circle, yellow oval, purple clover, orange house, purple droplet, and purple diamond. Background hues include pink, yellow, orange and blue.

Poster featuring images of two young individuals. On the left is a person sitting outdoors, adorned with heart graphics. On the right, another person is wearing a jacket and cap, set against a purple backdrop. Both images include bold text reading queer to stay.

Poster with Queer to Stay at the top and bottom. Features two people, one wearing a scarf, the other in a hoodie. Orange background with purple text and design elements.

The image shows the word akt in purple, repeated six times on a grid with colourful backgrounds. The backgrounds are light grey, pink, orange, grey, light blue, and yellow. Each square presents the word akt prominently in the centre against these different background colours.

Image showcasing two font examples: Archivo Bold in blue against a dark purple background, and Poppins in dark brown on a yellow background. Both fonts display uppercase letters, lowercase letters, and numbers from 0 to 9.

Nine akt logos in purple, each displaying a different pride flag inside the letter a. Flags shown include lesbian, transgender, pansexual, bisexual, and asexual. All set on a white background.

A vibrant grid featuring six squares, each displaying distinct geometric shapes: a purple semi-circle, yellow oval, purple clover, orange house, purple droplet, and purple diamond. Background hues include pink, yellow, orange and blue.

Poster featuring images of two young individuals. On the left is a person sitting outdoors, adorned with heart graphics. On the right, another person is wearing a jacket and cap, set against a purple backdrop. Both images include bold text reading queer to stay.

Poster with Queer to Stay at the top and bottom. Features two people, one wearing a scarf, the other in a hoodie. Orange background with purple text and design elements.

Tone of Voice

A document titled akt is approachable. positive. safe. with content focusing on the significance of tone of voice in communication. It highlights the need for consistency, engaging with LGBTQ+ youth, and upholding organisational values.
Graphic depicting a message of support and encouragement for LGBTQ+ youth. Includes tips: respond to negative news with positivity, show solidarity, rely on accurate facts, and share helpful links.

Lutalica helped akt establish a consistent tone of voice that would resonate with their target demographic. With this in mind, we created a set of tone of voice guidelines and updated existing blog posts and resources with a more conversational and informal style, whilst still highlighting serious topics and key support services.

Sitemap and Wireframes

Our UX designer did a full audit of akt’s website, making the site more accessible and user-friendly, something the client brought up as a priority. The new website now has an improved structure, layout and functionality, both improving user experience and enhancing SEO. Lutalica also assisted with creating a live chat feature on the charity’s website, making the experience of service users seeking support clearer and more direct.

Copywriting

Screenshot of the AKT website. Headline states, All young people should be safe to be who they are. A diverse group of smiling individuals hug warmly. Main text focuses on providing secure housing for LGBTQ+ youths aged 16-25. Several navigation options are displayed.
Two lively mobile app screens from akt. The left screen highlights support services for LGBTQ+ youth aged 16-25 at risk. The right screen showcases volunteer opportunities to help LGBTQ+ youth. Both screens sport vibrant designs and feature a heart logo.

Lutalica helped akt improve its website by assisting with copywriting, including updating support resources and adding robust text to the site’s homepage. We ensured that all of the site’s text was clear, concise and accessible. We re-worked akt’s expansive bank of blogs, resources and support pages to enhance the charity’s online visibility and reach, with SEO-informed content production.

Website Maintenance

We worked together with akt to come up with a website maintenance strategy. Doing so ensured that all of the information on the charity’s website, including blog posts and support resources, were edited to be both evergreen and accurately up to date. We were dedicated to making sure that the new website was performing optimally, giving akt a clear and accessible platform so that the charity can continue to give at-risk LGBTQ+ young people the support they deserve.

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