Guide Dogs
Guide Dogs needed a digital style guide to unify branding across online touchpoints. We developed clear guidelines for typography, imagery, and accessibility to enhance engagement and compliance.
Their Story
Guide Dogs is one of the UK’s leading sight loss charities. Their mission is to empower individuals with sight loss to live independently and confidently by providing life-changing services. Guide Dogs had a brand guideline but had not yet optimised the guideline for digital application. This resulted in several challenges, including inconsistency between online and offline touchpoints, a lack of uniformity within site templates, a diminished impact of brand elements online, alongside accessibility issues. To address these challenges, they needed to digital brand guideline that ensured a seamless and engaging online presence while also meeting accessibility compliance requirements.
Discover & Define
To initiate the project, we conducted discovery activities, including a brand and product stakeholder workshop to define goals, establish success criteria, and identify users. An accessibility audit ensured foundational elements met requirements, while a gap analysis assessed key web templates and brand application across digital and print touchpoints. This review identified inconsistencies in imagery, typography, and graphics. Four key principles were established to guide development and ensure consistency, accessibility, and engagement: 1. Effective communication, 2. Repeatable design, 3. A memorable experience, and 4. Engaging storytelling.
Develop & Deliver
The digital style guide established key design foundations to ensure consistency, accessibility, and brand cohesion. It covered typography, colour usage, graphical elements, and interactive components, providing clear guidance for applying the brand online.The new guidelines provided more contextual examples of how to bring the brand narrative and storytelling onto the Guide Dogs site, giving their internal team the support needed for all future design and site development. With these guidelines, Guide Dogs now has a central reference for brand application, enabling teams to maintain consistency and evolve the digital experience effectively.
Digital guidelines
Brand and Experience principles
Brand Exploration
Donation page - Before & After
Icon exploration
Icon exploration
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