The Challenge
BRiM’s early-stage brand needed to evolve into a trusted digital-first presence. The site had to:
- Translate a detailed strategic framework into a clear, intuitive online experience
- Encourage individuals and businesses to engage, adopt and act
- House actionable tools and templates for real-world implementation
- Support program growth with space for awards, sponsorship and latest updates
- Deliver insight through analytics while protecting sensitive content
The Process
I began by refining BRiM’s visual identity to make it feel both credible and inclusive - building a foundation that felt bold, digital-first, and aligned with the movement’s urgency.
From there, I used user research to understand the mindset and needs of BRiM’s diverse audience - from brand leaders to marketing practitioners. Based on these insights, I developed UX wireframes that mapped a seamless journey from discovery to action.
Key features of the microsite:
- An interactive, searchable online version of the framework- clearly outlining commitments and real-world examples across the entire marketing process
- A thoughtfully organised resources and tools library designed to lower the barrier to entry and support immediate implementation
- Dedicated sections for Changemaker Awards, Sponsorship Program and News & Updates to support community growth and visibility
- Access controls and security features to manage content visibility for different user types
- Integrated analytics tracking engagement and usage to help guide future improvements and measure impact
The Results
- A widely accessible digital framework enabling individuals and organisations to easily adopt, apply and act on BRiM’s commitments
- A growing community of engaged users, with early analytics showing strong interaction with the framework and tool downloads
- Increased visibility of BRiM’s initiatives, with the site acting as the central hub for program activity, awards and new partnerships
- Data-driven insights via analytics, giving BRiM leaders clear visibility into user journeys and engagement metrics - helping shape future strategies
- Improved credibility and digital presence, transforming a static document into a living platform for change