Bold new website for a programme offering remarkable candidates a new route into mental health social work
Think Ahead is an organisation that works to attract talented people into mental health services, strengthen training, and spread social approaches, with the aim of building a society where everyone with mental health problems can flourish.
After working with with Think Ahead on an extensive brand refresh, we were tasked with applying their updated look to a brand new website. Think Ahead operate in a busy space amongst a number of other ‘fast-track’ organisations all competing to attract the brightest young graduates so a contemporary and distinctive design was crucial. The client was keen to ensure that the boldness and dynamism of the updated logo and other brand assets was reflected across all of their online channels. We were also commissioned to support them with their wider digital strategy.
Think Ahead were largely happy with the underlying structure of their existing website, so the focus of the project was largely on redesigning templates, developing a more user-friendly publishing interface and rolling out a new illustrative style. We also worked on optimising the key interactive elements of the website (suitability quiz, eligibility criteria checker, online application form.
To underpin a digital strategy, we worked closely with key members of the team to identify a range of suitable performance measures across all of their channels (website, digital marketing channels & social media) and developed a real time reporting system using a range of Google (Tag Manager, Analytics, Sheets, Data Studio) and third party tools.
We also helped Think Ahead to apply for a Google Grant and roll out a highly targeted pay-per-click campaign which drives approximately 7,000 visits and 2,000 conversions (desirable user actions such as eligibility criteria form completions) per month.
Much of the impact of the website design comes from the three dimensional theme that is inspired by the logo and applied to main content areas, call out boxes, modal windows and illustrative assets. The implementation was technically challenging but has ensured a distinctive end result.
The ‘About the programme’ section offers a carefully crafted narrative journey for the user. It persuades them of the importance of focusing on mental health, the role that mental health social works can play in addressing the impact, the kind of person that is suitable for the role, how the programme works and finally how they can apply to join the programme