Sector
Not-for-ProfitWhat we did
Narrative Development, Visual Identity, Website Design, Website Development, SEO, WordPress Customisation & Training
Transforming Farm Africa’s identity and digital presence to drive awareness, education and increased donations.
Farm Africa is a leading charity that works with smallholder farmers and small businesses in eastern Africa to unlock the potential of sustainable and effective agriculture. Their fantastic reputation and impressive track record of impact meant they were a perfect candidate to be one of TWK’s charity projects, where we offer a 50% discount to selected registered charities as part of our focus on making a positive impact on the world.
The project also offered an exciting opportunity to make a transformative difference to the company, as they not only entrusted us to design and build a new website, but also develop a new visual identity, narrative and communications framework. The objective? To increase engagement as a means to driving donations.
From the very beginning of working with The Web Kitchen, it was obvious how much they cared about our cause and how committed they were to delivering a website that brought our work to life and inspired new support for Farm Africa. Their approach was very comprehensive, encompassing an overhaul of our core messaging and visual identity as well as the website itself.
We were blown away by the new visual identity, which retains the best parts of our previous visual identity, while modernising it and introducing a more refined colour palette and striking new fonts. The team took time to talk with our staff across the globe and really understand the essence of Farm Africa. They worked with us to create accessible, engaging messaging that sums up what we do and engages audiences to want to find out more.
The website design makes the most of Farm Africa’s photos, putting the people we support front and centre. A new filtering system makes it easy to find content according to theme or country. And a rigorous review of the sitemap meant that we have streamlined the amount of content on the site and made all our key info easier to find. The website has been positively received by all our audiences and we are pleased to see an uptick in online giving.
As well as being creative, the team at the Web Kitchen are friendly, fun and incredibly hard-working. They really went the extra mile to deliver our website on time, on budget and to a high standard. We have no hesitation in recommending them.
Libby Plumb, Head of Communications
A hopeful brand to reflect Farm Africa’s mission.
We developed a narrative and visual identity that centred the transformational impact of sustainable agriculture on both people and the environment. A new vibrant colour palette was created which evokes the positivity of the Farm Africa mission and the personality and energy of African culture.
In addition, taking the Farm Africa logo as the basis for evolution, we created a series of new shapes and icons that reflected Farm Africa’s work and the wider natural world, and gave personality and energy to them through transitions and animations.
Building a vibrant and powerful visual identity for Farm Africa was a key aim for this project to give us the perfect foundation for this website. We crafted a colour palette that reflects the vibrancy of African culture, the positivity of Farm Africa’s mission, and the rustic nature of their work in agriculture. The icons that derive from their logo are used to create patterns which bring life and energy to the brand. These patterns are then animated on the website to add personality.
Matt Handley, Creative Director at The Web Kitchen
A website to drive donations and create a lasting impression.
Our detailed Research & Understanding phase identified that Farm Africa was not communicating its story either clearly or boldly enough. Their programs offer an array of solutions across a range of issues, but some of their communications about their work were focusing too much on the detail and not on the big picture.
Accordingly, we set out to ensure all visitors would leave their new website understanding both the fundamental challenges facing rural communities in eastern Africa and how Farm Africa’s programmes address them in a way that are driven by local people, have supplementary benefits across other areas, and are impactful over the long-term.
While the site has a significant amount of content, the site architecture and navigation allows visitors from a variety of audience groups to engage at the level that is right for them. Clear calls to action draw visitors on a journey through the content and wherever possible entice them to become a donor.
The project concluded with the launch of the site in August 2024 and early signs are that the impact of the project could be even greater than hoped for.
