Avma – Website bringing clarity and compassion to patient safety

July 2026 – Ongoing

Websites

Avma is the UK’s leading patient safety charity, providing free advice and support to people affected by avoidable medical harm alongside resources for legal and medical professionals and volunteers.

We worked with Avma to design and build a new website that helps people find the right kind of support quickly, while giving the charity a stronger platform to grow fundraising and engage supporters.

Clear routes to support

Visitors to Avma’s website are often arriving in distress, potentially after a traumatic experience, and need to find help quickly. A key aim of the project was to create a much clearer route into support and advice, encouraging people to self-serve where they can while making it obvious how to access additional support where they needed it.

We built dedicated landing pages for different types of support and migrated Avma’s self-help guides from PDFs into fully accessible HTML documents, making them easier to read, search and navigate on any device.

Clear calls to action throughout the website point people toward the helpline or the written advice service when their situation calls for more direct support. This triaged approach means the site can serve someone looking for a quick answer just as well as those who need sustained, personal help.

Extending a new brand

Avma had recently developed a new brand identity with Electrify so we ensured that our early conversations included senior members of their team. It was crucial to understand its underlying rationale before extending it out into the website design – it’s first major application.

The charity’s existing image library was outdated and limited, so we carried out an image research, workshop and refinement process, with both internal and external stakeholders. This ensured that content was supported by a carefully curated library of photography that is both sympathetic, but not overly sentimental and truly representative of the wide range of Avma beneficiaries. We also worked closely with the team to create custom iconography that reflected the new visual language.

Content designed specifically for the site

We brought in content designer and copywriter Kat Knight to ensure that the website copy was shaped around the site’s structure and page layouts, as well as following the new brand’s tone of voice.

The website is build on top of a flexible, block-based WordPress content management system, which gives Avma’s small in-house team the freedom to create engaging page layouts that combine text, imagery, quotes, stats and calls-to-action without developer support.