New brand and website for an influential political forum
The Mile End Group (MEG) was formed in 2003 by doctoral students to provide a forum for discussions about politics and government in the UK. Over the years it evolved into a seminar series attracting high-profile speakers such as Dennis Healy, John Major and Alastair Campbell.
MEG’s original website was very dated and hard to manage, requiring significant time and coding knowledge to maintain. They wanted a simple, easy-to-navigate and attractive site to reflect the change in focus. They also wanted to develop a new brand that would be rolled out across digital and print media.
We started with the new brand. The clear typographic logo became the focus of the new modern look, with secondary detailing being provided by various London buildings, particularly the Houses of Westminster. The buildings were designed to reflect the idea that the students were studying the ‘hidden wiring’ of government and politics in the UK, which connected many subject areas such as the City of London and the 2012 Olympics.
In line with the new focus, the seminars were given a prominent position throughout the website with the next seminar clearly highlighted. The website also offered an archive, so that previous talks could be easily found with video content of each event given special prominence. Social media is tightly integrated throughout.
The young academics that run the group became keenly involved in the process, which provided valuable feedback for refining the site while it was being built.
MEG did not have the budget for a fully responsive site, so we employed font sizes and layouts that rendered well on tablets, and remained readable on mobile phones. The use of large photographs and a clean design made the content much more approachable and engaging. The large amount of content on the site had to be carefully managed so date archives and a thematic tagging system was developed to give visitors multiple ways to navigate through the content depending on their preferences.
Site visits increased by over 100%, page views by 240% and visit duration by 60% year on year. Bounce rate decreased by 35%.
The site is no longer available as the group closed in late 2014.