Ark
Level Playing Field – Full rebrand and website to accompany bold new organisational strategy
2018 – ongoing
Level Playing Field promote a positive, inclusive experience for disabled sports fans, working at every level to ensure that they can freely access and enjoy live sport.
Ahead of a new organisational strategy and refreshed campaigning approach, Level Playing Field commissioned us to develop a new website that would incorporate their new visual identity and allow fans to better access information and share their views.
A ground up rebrand
We were afforded the opportunity to work across all aspects of defining and building the brand – from strategy (in collaboration with Kat Knight), through identity design and, finally a full ground-up website design and build.
Built around the structures of sport
Level Playing Field operate across a range of sports, but have a particular focus on football. This extends to providing data on almost every football club in the Premier League, Championship, League 1, League 2 and the National league. This broad scope of interest needed to be reflected and given prominence within the website structure.
Level Playing Field needed a relatively complex site architecture that takes into account this mix of sports, leagues, clubs and venues. Their content management system needed to be flexible enough to cope with seasonal changes, including promotions and relegations, without requiring external agency support.
Detailed data on over a hundred venues
There are over one hundred clubs and venues on the website and each of these has a dedicated page with the potential to include up to a hundred distinct pieces of data about the facilities. Level Playing Field provide information about disabled supporters groups, the number of wheelchair spaces and accessible toilets throughout the ground. They also provide information about sensory rooms, hearing loops, assistance dogs and much more besides.
The website includes functionality for users to ‘have their say’ about their experience at a particular facility. This provides useful information for other potential visitors and also acts as a useful feedback channel for clubs.
Accessible content for a range of audiences
In addition to the directory of clubs, Level Playing Field also provides support and information to clubs, disabled supporter associations, non-governmental organisations and other interested groups. They also provide training and consultancy services, run regular media campaigns, operate a membership network and manage a number of other projects.
The website’s navigational structure and page layouts were carefully designed to balance the needs of the various audiences and to organise all of the information about Level Playing Field’s broad offer.
Given the target audience, accessibility was a big consideration. We built the site to the AA standard of the Website Content Accessibility Guidelines and involved people living with a disability from the start of the project and throughout.
The Bureau team were brilliant every step of the re-brand and website development process. The end product has amplified our work and the assets created, especially the logo, perfectly encapsulates the charity and what we are about. We are really pleased.