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.
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
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Their logo lacked flexibility across formats, with a cluttered icon and and outdated, unbalanced typeface.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.
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.
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.
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.
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
