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The Forward Trust is a national charity working to empower people to break the cycles of addiction, crime and disadvantage. They provide life-changing support in both prison and community settings, offering treatment, housing, training, and employment services that help people take control of their lives. In 2024, The Forward Trust commissioned Phoenix Digital to reimagine its entire digital estate as part of a wider transformation programme. With three separate websites previously in place, our task was to consolidate their services into a single, streamlined platform. The brief was to create a site that felt safe, inclusive and easy to navigate, especially for those reaching out in vulnerable moments. For many users, visiting The Forward Trust’s website coincides with a moment of transition: a personal crossroads where they are taking a difficult but courageous first step towards change. Whether they are seeking help for themselves or someone else, emotions such as anxiety, fear or shame can be heightened. Our challenge was to build more than just a digital platform. We needed to create an experience that recognised this point of transition that met users with calm, clarity and a sense of possibility. User research revealed another important insight: people didn’t want to be presented with overly polished, “happy-smiley” imagery that felt disconnected from their reality. Instead, they responded positively to imagery that felt relatable and authentic, portraying hope, rather than something unfeasible or unrealistic Phoenix Digital’s process began with extensive research and consultation, including interviews and workshops with staff, service users, fundraisers and volunteers. This insight shaped every aspect of the build, from structure to tone of voice and visual design:

• Transitional visual language: we introduced a design motif where imagery gradually shifts from black and white to colour, symbolising progression, renewal and change.

• Inclusive and authentic photography, portraying real people in relatable settings to reflect the charity’s diverse community.

• A calm, user-centred design, with clear signposting for key audiences including individuals in prison, in the community, and those supporting someone else.