Empowering a local charity’s website to advocate for equality

Race Equality First

race equality first's homepage displayed on a laptop

Race Equality First, a non-profit organisation based in South Wales, is committed to ending racial discrimination and promoting race equality across the region. We worked with them to refine their brand, strengthen their overall positioning, and redesign their website.

What we did

Discovery
Brand Refinement
Positioning & Messaging
Web Development
Web Design

Visit the site

Project goals

Refine the brand and strengthen positioning

Refine and enhance the brand and identity to ensure it’s more adaptable across digital platforms, while also improving usability for the internal team, making it easier to manage and more effective in communicating their mission.

Expose their great work

Elevate the website experience with a fresh, modern design that captures attention and deeply engages users, effectively showcasing their impact and work across diverse communities.

Improve the website experience

Completely restructure and redesign the website from the ground up, incorporating new content and flexible components to boost engagement, increase donations, and improve accessibility for individuals facing discrimination.

a collage of branded elements for race equality first

Results

We knew that Toward has a reputation for producing innovative websites. The work has modernised Race Equality First's brand identity and made it more engaging for our diverse audiences

Aliya Mohammed, CEO, Race Equality First

the previous race equality first logo

Refining the logo while preserving recognition

Their logo lacked flexibility across formats, with a cluttered icon and and outdated, unbalanced typeface. We knew a fresh approach was needed, but it was important to preserve the key elements that made their brand recognisable—namely, the hands symbolising unity and the bold, clean wordmark.

To maintain brand recognition, we refined the logo by adjusting the six original brand colours and simplifying the number of hands, making it more versatile, especially at smaller sizes. We also updated the wordmark with a bolder, more balanced typeface for a cleaner, stronger look.

a black man wearing a race equality first branded bucket hat
brand messaging used for race equality first
a staff handbook layout for race equality first
a women in a green jumper holding a race equality first tote bag

Small tweaks, big Impact


It was crucial that Race Equality First's brand update wasn’t just cosmetic but also practical for internal use. We developed the brand with usability in mind, incorporating the open-source typeface Eudoxus Sans and refining the colour palette to make it more cohesive. By adding depth with the use of the hands from the logo, we expanded the brand’s visual identity, making it both functional and visually impactful.

three social stories showing branded elements for race equality first
branded race equality first stickers on a laptop
branded race equality first flags in various colours
race equality first social posts using imagery, stats and text
race equality first coffe branded cup

Championing equality through people


A core focus of Race Equality First is the impact they create, their dedicated team, and the vital services they provide. We aimed to reflect this in the brand by pairing powerful messaging with bold colours and imagery that resonates with the communities they engage with daily. This approach helped bring their mission to life through a brand that speaks directly to the people they serve.

branded posters showcasing race equality first brand messaging and imagery
pages from the race equality first annual report
race equality first website on a iphone

A new website to champion their cause


We conducted a website workshop with the Race Equality First team to identify their key audiences, goals, and opportunities. During the workshop, we mapped out content types and aligned them with their existing content, services, and information. We then revamped their digital presence by redesigning each page with fresh brand elements, refined messaging, and an improved user experience.

To enhance the copy and positioning, we collaborated with Beth from Brand Rocker. We also called on our in-house photographer Sophie Jordan to help introduce a photography style that aligned with the brand’s mission—staying true to its people-focused identity and leading the fight against discrimination.

the get help page from the race equality first website on a laptop
details of the website design for the race equality first site on an ipad
a news page on mobile from the race equality first website
the services page from the race equality first website on an macbook pro
the get support page from the race equality first website on a macbook pro

We’re incredibly grateful for the opportunity to work with a local charity and support a cause we’re deeply passionate about. We look forward to seeing Race Equality First continue to make a meaningful impact, using their brand to help people and lead the fight to end discrimination.

Credits
Website Copy - Brand Rocker
Website Photography - Sophie Jordan