All In Advertising

Role

Lead brand and digital designer

Brand visual identity refresh

UX and UI design

Website design

Brand guidelines

Marketing campaign

WCAG accessibility

Equity, diversity and inclusion are essential to building future-ready organisations. In 2021, All In launched the All In Census to drive inclusivity across the UK advertising industry. As the initiative grew, so did the need for a stronger digital and visual presence. I worked with All In to refresh the brand, campaign assets and design a digital-first, accessible website, celebrating progress while driving continued engagement and participation across the industry.

Visit the live website

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Research

Brand analysis and user insights showed the need for an accessible, digital-first identity that preserved familiar elements like the logo and handwriting graphics. Users wanted a responsive intuitive platform that provides easy access to Census results, events and educational resources. I identified the need to shift toward a more engaging narrative style to showcase and celebrate the initiative’s accomplishments more vividly across the website and social campaigns.

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Solution & Outcome

I refreshed the brand by retaining familiar elements like the logo and handwriting graphics, while updating colours, typography and layouts for accessibility. From there, working with the client and a dev team, I designed a fully responsive, modular website with a story-led homepage and simplified navigation. We considered a range of accessibility profiles and incorporated features like a text size adjuster and an animation controller.

I also recognised the importance of linking the hub and campaign marketing so I created downloadable educational social assets that could be uploaded to the site on the Census or Action plan pages. This made it easy for users to share content, amplify the campaign and feel directly involved.

A modern, inclusive brand and WCAG compliant website, where users spend more time on key pages with clearer access to resources and Census data.