other - Modern Britain website

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Company: other, London, United Kingdom
Company Description: other is the agency of the untrodden path. Our clients already know how to do the tried and trusted and look for us for the new, unexpected and better. We provide creative ways to make the most of communications and business opportunities. We create smarter content across a range of digital and traditional media.
Nomination Category: Website Specialty Categories
Nomination Sub Category: Best Overall Web Design

Nomination Title: Modern Britain website

When was this web site or blog first published? This website was first published on 15 September 2016 to coincide with the launch of the new Modern Britain organisation.

Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

Modern Britain is a new think-tank and influencer set up (2) to help political parties which have struggled to understand and engage with Britain's fast-growing new communities from diverse ethnic backgrounds and (2) to enable people from those backgrounds to become part of British political life.

The website projects an appropriately confident, forward-looking, and inclusive image of diversity, reinterpreting the traditional sense of Britishness. It's about the things that Britain should stand for in the modern world - being welcoming to all, engaging the talents of all.

A sophisticated but easy-to-use scrolling navigation reflects the latest thinking in interface design, while visually, sensitively-used images of inclusion and people dominate. The Modern Britain identity, created as part of the project, uses three colours echoing the colours in the British flag but reinterprets them into three fresh, distinctive alternatives, which bring dynamism throughout the site. As a think-tank, research is important, so the look is clean, simple and accessible while allowing for academic content.

The results? Outstanding. A highly successful launch, making an impact in all the right places, critical acclaim, and support from high-profile and influential in spheres from football to fashion and right to the top of Government.

List the appropriate creative and production credits for this entry:

Client: Mark MacGregor
Creative Director: Ilinca Dumitrescu
Web designer: Nastasia Spyrou