Felix

Creating the digital future of the UK’s leading food redistribution charity

We united two legacy platforms into a single, accessible digital experience that protects vital income and accelerates volunteer growth.

What we did

  • Content strategy
  • Usability testing
  • Website design and build

Impact measured against UN Sustainable Development Goals

02 zero hunger S 03 good health and wellbeing S
View impact report

In late 2025 the Felix Project and FareShare merged to form a single charity, requiring a new website to support their unified brand launch in summer 2026. As well as a combined digital presence, this also created the opportunity to improve design flexibility, user journeys and editor experience.

The newly merged organisation was constrained by fragmented, legacy web estates that could not support their ambition to become a unified sector leader. They needed a scalable platform that would prevent vital search engine authority loss from the domain change, while also protecting essential volunteer recruitment and donor growth during and after the transition.

We partnered with the newly merged team to design and build a minimum viable product at speed. By delivering a unified, highly-accessible digital presence in time for their brand launch, we provided a secure and flexible foundation that immediately supported their most critical user journeys.

felix.org

We’ve been beyond impressed with the work William Joseph have delivered. The quality of the design and build has been excellent, and the team have been a true partner: collaborative, responsive, and easy to work with throughout the project. They have exceeded our expectations, and I have no hesitation in using them in future. We are delighted.

Susie Aliband, ​​Head of Brand & Marketing, Felix

Building an accessible and flexible design system

To meet a tight deadline for the minimum viable product, we designed a robust system of reusable components that brought the new brand to life online. This flexible system ensured accessibility and consistency across the site, while easily accommodating vital user journeys such as a user-friendly volunteer application process that brought together vacancies from network partners across the UK.

Collaboration was key to this phase. We worked closely with the charity’s brand agency Red Stone to support their evolving visual identity, translating their work into accessible page designs that reflected the energy of the newly-merged organisation.

As part of this digital translation, we paid specific attention to honouring the origin of the Felix brand, named in memory of the founders’ teenage son. By heavily featuring the illustrative elements of the new brand, we were able to connect users with the organisation’s powerful origin story while clearly communicating their future mission, vision and impact.

We assessed the new colour palette for accessible combinations, and provided content editors with colourful component variants that brought variety to the site layouts while ensuring accessibility standards were always met. Subtle features like the ability to toggle off hand-drawn elements and image ‘wonk’ allow content editors to tailor image blocks to the right tone.

Prioritising mission-critical user journeys

We focused the minimum viable product on three mission-critical journeys:

  • volunteering
  • individual giving
  • becoming food supply partners

We utilised a landing page model to signpost users towards the key information they need to support the work of Felix. Whether that be prospective suppliers seeking to understand the machinations of sharing surplus food, or those who had engaged with the organisation elsewhere and needed to find out more.

Through collaborative workshops and user story mapping, we streamlined the volunteering sign-up process, combining both legacy organisations’ user journeys. We seamlessly embedded Microsoft Dynamics 365 forms, styling them to be visually consistent with the rest of the site.

Using channels within Craft we gave the volunteering team at Felix the flexibility of selecting specific FAQs dependent on the volunteering role being advertised. This presented a more concise, user-friendly layout, without compromising information.

For monetary donations, we integrated FinDock into the user flow to facilitate a smooth experience, ensuring that supporters could easily understand their local impact and complete their gifts without friction.

Protecting domain authority through strategic migration

We viewed the website migration as a consolidation of power, aiming to pass 100% of the combined 140,000 backlinks to the new domain. We implemented a strict protocol to map every high-value URL one-to-one to its new destination. By using Craft CMS tools to handle routing at a server level, we ensured that both machines and users can find the content they’re looking for.

140,000

Backlinks passed from the two legacy sites to the new domain

Impact

Securing the foundations for future growth

  • We delivered a focused minimum viable product that effectively reflects the combined organisation as the sector leader in food redistribution.
  • By shifting to a secure, user-centred content strategy, the project protected vital income streams and built digital capabilities within their internal team.

Culture, future-ready search and security

  • We helped bring two distinct organisations together, uniting their teams around a shared, user-first approach to digital delivery.
  • The content architecture was optimised for artificial intelligence search by using structured data to answer user questions directly.
  • Strict data security compliance was maintained for volunteers and corporate partners.