From speaking with volunteer cooks and reading their profiles we found many were very active people who wanted to do more in their local community. People thought it was a good idea but we needed to be clearer about how people can get involved and what it meant to be part of Casserole Club.
With this in mind we drafted brand principles for building a clearer, community focussed service and I began work creating a responsive, modular style guide lead by our principles. It was quicker to update the existing non-responsive site and helped the team to picture how the new features might look during the planning process.
We introduced more vibrant colours, photography and illustrations to build a sense of being a part of a greater community. Choosing the playful display typeface Ginger' and imperfect circle crops for the photography helped the service feel more relaxed and informal.