Streamlining complexity into a purpose-led digital experience
Overview
Centre for Public Impact’s vision is for a better, more effective and legitimate government.
They work in partnership with governments, public servants, and changemakers to challenge the status quo, shift mindsets, and bridge the gap between people and those in power.
They came to Unfold in need of a new website to address a hard-to-use CMS, unclear messaging, and poorly structured content. The site was difficult to navigate, didn’t clearly communicate their services, and the overly corporate branding didn’t reflect their innovative work.
Harry
Ian
Izzy
Georgia
Challenges
- Existing CMS was difficult to use and didn’t serve the client’s needs.
- An overwhelming amount of content that wasn’t clearly organised and was difficult to navigate.
- Confusing site navigation making it difficult for users to find what they were looking for.
- Lack of clear messaging, with no clearly defined offerings and services.
- The existing brand felt overly corporate and formal.
Outcomes
- We rebuilt the website using WordPress which is inherently much more flexible and easy to use than the client’s old CMS. This allowed Centre for Public Impact (CPI) greater control over their website, and drastically reduced the admin burden on the marketing team.
- We made the long form content much more visually engaging and helped CPI streamline and reduce the amount of content that came over to the new site.
- We redesigned and simplified the site navigation to create clear user journeys that allowed people to find the information they needed.
- We ensured the design highlighted key parts of the website to promote clear messaging.
- We built out an extensive and visually engaging library of blocks to allow for a flexible and attractive site.
“The site looks fabulous – thank you to the whole team for your amazing work!”
Elysa L. R. Neumann, Interim Global Director, Communications and Impact
Discovery and kick-off workshop
Our engagement with Centre for Public Impact began with a collaborative workshop designed to surface key challenges, define project goals, and understand the diverse audiences the website needed to serve. As a central platform for innovation, the site caters to a wide range of stakeholders, partners, investors, researchers, and government bodies – each with distinct needs.
We worked closely with the CPI team to identify and prioritise these audiences, mapping out what each user group sought from the site. This insight shaped our entire approach, allowing us to design a digital experience tailored to delivering the right content to the right audience at the right time.
Redesign & UX process
The core aim of the redesign was to simplify the user experience and present complex information in a clear, accessible way. With brand identity work already completed by Sue Bush from The Co-Foundry, we were able to focus on applying this refreshed visual language to the site’s wireframes. The UX phase was particularly in-depth, ensuring the new structure met user needs across multiple journeys. Once the foundations were in place, we brought the brand to life online with subtle technical flourishes and purposeful animations – making the site feel both professional and engaging while staying true to CPI’s mission.
Streamlined structure The entire site structure was reimagined to support intuitive navigation and allow the CPI team to manage content with ease and confidence.
Technical build
CPI’s previous CMS had become a bottleneck for internal teams that was difficult to manage, inflexible, and not well suited to the volume and variety of content they publish. To address this, we built the new site on WordPress using a set of custom-designed blocks tailored to their specific needs. Special attention was given to long-form content, reports, and thought leadership, ensuring these assets were presented clearly and elegantly. The entire site structure was reimagined to support intuitive navigation and allow the CPI team to manage content with ease and confidence.
“I’m absolutely delighted – working with your team has been so easy, and you’ve been incredibly helpful and accommodating throughout.”
Rosie McIntosh, Global Director, Storytelling and Communications
We'd love to hear from you
If you’ve got an idea for a new digital venture, email Harry for some honest, expert advice.
Get in touch
