New Wings Ministries
Charity & outreach · United Kingdom
newwings.org.uk
The brief
A charity site has to speak to several audiences who want completely different things from the same page. A prospective donor is assessing credibility and impact. A prison or referral unit is assessing whether this is a partner they can safely let through the gate. Someone who has been through the system is looking for whether this is for them. One tone cannot serve all three, and a mission this serious cannot be presented flippantly.
What we built
We built a site organised by audience rather than by department: what the charity does, the music work that is its distinctive route in, how to partner with it, and how to give. The message — that the most broken become the most influential — leads the site rather than being buried in an about page, and giving is reachable without turning every page into an appeal.
The Breakdown
Mission-led homepage
The charity’s core message carries the page, rather than being demoted beneath a mission statement nobody reads.
The work explained
A clear account of what actually happens in prisons, pupil referral units and communities — the substance a partner or funder needs.
Music as the way in
The music work given its own space, since it is both the distinctive method and the most immediate way to understand the charity.
Donation route
Giving reachable from anywhere without every page becoming a fundraising appeal.
Multi-audience navigation
Structured so donors, institutional partners and participants each find their own path rather than competing for one.
Disciplines
- Web design
- Mission-led storytelling
- Multi-audience structure
- Supporter conversion
Under the hood
- Built on the studio’s earlier Vite/React stack and client-rendered, unlike the Next.js projects elsewhere in this portfolio.
- Publishes a real XML sitemap covering the full page set.
- A candidate for the same server-rendered rebuild applied to more recent work, which would put its content in front of crawlers directly.
Want Something Like This?
Every project here started as a conversation about what the business actually needed. Yours can start the same way.