Fairtrade Foundation challenges Radley Yeldar to create 'compelling and powerful' online platform ahead of 20th anniversary
UK-based charity Fairtrade Foundation has unveiled a new website in time for its 20th anniversary this year.
Created by Radley Yeldar (RY) the ambition for the site was to create a compelling and powerful platform to tell the Fairtrade story.
Jag Gill, senior digital manager at Fairtrade Foundation, explained: “It was important to develop a site that was not only visually engaging and strong on user experience but provided a good balance between conveying what Fairtrade does and how consumers and supporters can make a difference through purchase and behaviour.”
The process began by defining Fairtrade’s online value proposition (OVP) as a starting point, with RY working alongside key Fairtrade stakeholders to develop the idea that ‘with Fairtrade, you have the power to change the world every day’.
The new site aims to be both bright and confident with conversational and engaging messaging. Navigational filters enable users to shape their own experience of the site with regular content updates planned to create a hub of action and movement.
RY client director, Ben Varley, commented: “When Fairtrade Foundation launched 20 years ago, it was an innovator in the field. The new site, which is inspirational in tone, reflects the roots of the organisation whilst looking to its future as a leading movement committed to supporting and instigating better, fairer trading partnerships.”
The new website follows previous work by RY for Fairtrade International to promote its new sourcing programme.
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Radley Yeldar
Radley Yeldar is an award-winning, independent, London and Birmingham-based creative consultancy. Our 200-strong team of specialists has been helping to create a...
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