How Pixeled Eggs Built Brainkind's Website After Its Rebrand

Brainkind is a national charity supporting people with acquired brain injuries and complex neurological conditions. Working with branding agency Ragged Edge, it set a new strategic direction and rebranded completely. Pixeled Eggs designed and built the new website.

The Challenge

After more than 45 years, the charity's vision and mission had become fragmented. The rebrand positioned Brainkind as the UK's largest not-for-profit brain injury service, with more than 40 services and more than 600 beds, and the website had to establish it as the go-to point for everything related to brain injury.

Research found three problems with the old site:

• It had become out of date and overwhelming, with no protocol or process to keep it in order.
• Visitors could not find information and support, and did not know how many services were available.
• Staff found it hard to manage, so it had fragmented and stagnated.

The site had two primary audiences: clinicians and commissioners, and people with acquired brain injuries and their carers. Brainkind's objectives were to increase use of its help and services dramatically, and to inspire professionals and carers to volunteer, support and join the charity.

The Approach

Research and structure. Pixeled Eggs built on Ragged Edge's brand research with its own stakeholder engagement and user research, then created an information architecture and user flows based on intent, including an area for clinicians and commissioners.

Accessibility. Motor and cognitive needs came first. The site uses the Foundation framework, which has accessibility built in, aims for WCAG AA as a minimum and includes the Recite Me assistive toolbar.

A modular design system. Defined page templates and modules let the in-house team add and update content quickly, change the homepage to suit campaigns, and build landing pages for research, fundraising and recruitment. Service pages give a clear overview of each specialism.

Support. Pixeled Eggs hosts, maintains and supports the site, with UX and UI designers, researchers, WordPress developers and QA specialists on hand.

The Outcome

The rebrand and website have drawn positive feedback from other charities, the sector and Brainkind's own staff. The new site had 98,062 visitors against 75,052 on the old one, visits from organic search rose from 40,956 to 65,416, and the bounce rate fell from 71.88% to 54.93%. Brainkind's marketing team has built campaign landing pages for its Too Many To Count and Complex Lives research, which changed how it publishes research and led to better data capture.