The brief

London Playing Fields Foundation (LPFF) manages seven playing fields across the capital which enables over 200,000 people a year to improve their physical health and wellbeing through playing sport and being physically active.

Their vision is to create a happier, healthier, more cohesive London by encouraging more people to play sport and be physically active on affordable, accessible and attractive playing fields. LPFF was looking to redesign and redevelop its website which formed part of a new Communication Strategy underpinning their wider business plan.

LPFF wanted the website to position the London Playing Fields Foundation as the leading charity for the protection and provision of playing fields in London.

Our solution

The website provided an opportunity to promote the charity’s USP’s, key messages, case for support and organisational values (forward thinking, positive, collaborative, inclusive, compassionate, innovative, dynamic and professional). The key message was that LPFF are much more than a provider of pitches and that well managed playing fields are places where lives can be improved. It was this that instigated us to restructure the information and messaging so that this carried both the copy and visual language throughout the site. We changed the architecture and language to communicate through the 3 pillars: protection, provision and promotion.

We focused on bringing the main areas of engagement forward by making them more visible. These included their important social inclusion projects and the areas that allowed them to increase their income – the hiring of their grounds and facilities and annual events. The website now makes it easier for an organisation to see ground availability, where the ground is and how to book. By increasing visual cues to online donations the website provides compelling reasons and clear calls to action for donors.

The LPFF hold two key annual events during the year that create and we made sure these events had pages which drive interest and allow people to find out how to get involved. Each page throughout the site was created and structured in a way that optimised the information and signposted related key information to keep the user on the site and find out more.

The LPFF have a strong brand and we used this along with community photography and video to create a bright, vibrant and relevant identity and online experience of the dynamic organisation. The website is an important part of an overall digital strategy to raise the profile and increase supporter database and the new website builds a relationship with a potential hirer, donor or supporter through engaging design, use of user journey and clear call to actions.