A warm, dignified brand and an accessible website for a charity providing essential goods to families in need across Herefordshire, Shropshire and Worcestershire, with online referrals and applications.
The HSW Family Hardship Fund is a registered charity providing grants of essential goods and services to families and individuals in genuine need across Herefordshire, Shropshire and Worcestershire. Rather than giving cash, the charity buys items directly from local suppliers, from washing machines and cookers to beds, furniture and back-to-work essentials.
The charity needed a brand and website that would be warm and reassuring for people going through a difficult time, while making it quick and simple for professionals to refer the people they support.
We created a new identity centred on a hand-drawn tree symbol, representing growth, shelter and a community lifting people up. Paired with a calm palette of deep greens and warm gold, plus a classic serif typeface, the brand feels trustworthy, dignified and human.
The identity works equally well on the website, printed literature and the badge-style marks used throughout the site.
The charity supports two very different audiences, so the website gives each its own clear path from the very first screen:
A simple four-step explanation of how the process works, from referral and application through to assessment and delivery, removes uncertainty and builds confidence.
Many visitors will be under pressure when they arrive, so clarity and accessibility shaped every design decision. Plain language, clear headings, generous spacing and strong colour contrast make the site easy to read on any device.
The website also includes case studies, helpful support links, guidance on illegal money lending, the charity’s grant policies and a partners section recognising the local councils, funders and organisations that support its work.
We built online referral and application forms using Fluent Forms, with automatically generated PDFs to support the charity’s confidential assessment process. This replaces paperwork with a faster, more secure process for applicants, referrers and trustees alike.
The site was launched with a full SEO foundation so that people searching for hardship support across the three counties can find the charity. It is also exceptionally fast, scoring 100 for performance on desktop and 99 on mobile.
Pixertise continues to host and manage the website, providing updates, backups, security monitoring and support so the volunteer board can focus on helping families.
To find out more about the charity’s work, visit the HSW Family Hardship Fund.
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