Brand Refresh + UX + Development + Copywriting
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.
Brand Refresh: Zoe Tang
UX Design: Eva Kamenetski
Copywriting: Lily Hannigan and Georgie Matthews
Developer: Sofiia Bondarenko
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.
Tone of Voice
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.
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.
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.