Architects Benevolent Society brand identity and website
A new brand and digital presence for a professional membership charity, combining bold illustration, accessible storytelling and a clear case for support.
The challenge
Architects Benevolent Society (ABS) provides practical, financial and emotional support to people working across the architectural community. As a membership-based organisation, ABS needed to raise awareness, drive engagement and clearly communicate its offer of support, from mental health and financial aid to housing advice.
Ave was appointed to lead a rebrand and full website redesign. With limited photography available due to the sensitive nature of the support offered, ABS needed a distinctive, illustrative identity that could bring warmth and character to its communications, while staying professional and inclusive.
Digitally, the organisation wanted to move away from its outdated Drupal platform and replace it with a WordPress site that would streamline content, integrate donations and CRM functionality, and give users clear access to support and fundraising resources.
The requirements
- A full rebrand, including a visual identity centred on illustration
- A digital design system that would bring consistency across campaigns and member communications
- A new WordPress website to replace the existing Drupal CMS
- Clear UX structure and wireframing to improve journeys for key audiences
- Integration with Beacon CRM and Stripe for donations
- Filterable case studies, news and events to surface key content
- A locked ambassador resource area
- Narrative and content support to simplify messaging in plain English
The process
We began by auditing the existing website, analysing content and technical performance to map out what was working and what needed improvement. A user survey provided additional insight into what people were looking for, how they navigated the site, and where the gaps were.
We used this data to propose a new structure and content hierarchy, then developed wireframes to test user journeys and refine flows before moving into design. This ensured the new site would serve both organisational goals, from fundraising to awareness, and user needs, such as accessing support or referring others.
On the branding side, we developed a distinctive illustration style that gave ABS a recognisable and flexible visual identity. With limited photography available, the illustrations helped represent complex topics like debt, stress or isolation in a sensitive and human way. These visuals extended across campaign materials, social assets and member communications, providing a consistent, warm tone across the brand.
The solution
The final website is clear, modern and accessible, offering a smooth user experience for those looking to seek support, refer a friend or get involved in fundraising. The WordPress CMS allows the ABS team to easily manage content, and the integration with Beacon CRM and Stripe provides a seamless donations and membership journey.
Illustration plays a leading role in the brand identity, helping ABS tell real stories in a thoughtful, engaging way. Paired with bold use of colour, plain English content and easy-to-navigate layouts, the refreshed brand makes it easier for people to understand what ABS does, who it’s for and how they can help.
Whether it’s through a campaign, a conversation or a click-to-donate moment, ABS now has the tools to communicate its mission with confidence and clarity.
Would you like to see results like these for your organisation?
If you’re interested in finding out more about how we could work together, send us a message and we’ll get back to you.
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