We made it simple for users to apply for the community funding they need.
What we did
- Content strategy
- Service design
- Website design and build
- Visual identity development
Bridge House Estates have been quietly supporting people in the capital for over 900 years. Now they want to step out from behind the scenes to reach people that have been left behind. A new accessible website will make that happen.
City Bridge Trust, the funding arm of Bridge House Estates, is committed to improving the lives of Londoners who face systemic barriers. We worked with them to create an accessible website to better reach these communities and make their funding process more user-friendly.
Through audience research, we discovered that their current systems and language were off-putting and difficult to navigate for busy, hardworking individuals. The new website features a user-friendly eligibility checker and transparent process for applying for funding.
The site also features case studies showcasing the impact of the Trust’s funding programs and the positive change they bring to communities.
Co-creating a funding journey that makes sense
City Bridge Trust is deeply committed to partnering with people that are making a real difference in London. They want to use their power and resources to help tackle problems which Londoners are facing every day.
Through the audience insight and discovery process, we realised that despite their best intentions, much of the language and systems CBT have in place in fact do the opposite. By using technical language and assuming all sorts of previous knowledge, they were putting off the exact people that they wanted to reach.
The people who are making a change in their communities are likely to be working two jobs while also caring for a family. They are busy and don’t have time to wade through language that only makes sense if you have a degree in fundraising.
People need to be able to make a quick decision whether it’s worth investing their valuable time in applying for money from City Bridge Trust.
I tend to skim the information about eligibility and make a decision pretty quickly, even for big pots of money. If it’s not easy to find the information I need, or if I have to attend a workshop, then I’m not going to apply. We’ve got a part-time team of two so we just don’t have the time.
Usability testing participant
We created a new eligibility checker that gives quick responses to the basic criteria that City Bridge Trust has for any applications. If applicants are not eligible then there is helpful, friendly content explaining why.
Creating content that people actually need
Early on in the project we spent time building an understanding of what different people wanted from City Bridge Trust.
Some of their key audiences included:
- funding applicants
- grant holders (people who already have received support from CBT)
- partner charities and funders
A look and feel that embraces all of London
City Bridge Trust has a set of design assets that few other organisations in the world could rival. Who else can feature Tower Bridge as an organisational pillar?
However some of these assets aren’t always that inclusive for certain groups of people. In short, they represent institutions which have in the past created barriers for people. As a result, the visuals for the website needed to represent this incredible history, while still making it feel fresh and inclusive.
By creating a suite of illustrative symbols to overlay and build shapes from, we developed an identity which stays true to City Bridge Trust’s roots while making them feel more approachable.