Our website offers a significant platform for us to introduce ourselves to the world, a digital expression that aligns with our carefully considered new identity and brand personality, showcasing who we are and what makes us different. It also provides us with an opportunity to demonstrate something we’ve always believed: that there is a better way to do digital. With a new written manifesto serving as a compass and a challenge, our website has to reflect our bold mission to create safe, ethical and valuable digital experiences that work for everyone and do no harm. This page outlines our commitment to that mission, and the decisions we have made and will continue to make towards it.

Accessibility

In our manifesto for change, we commit to making accessibility foundational to all the experiences we create. Digital accessibility is about removing the barriers that prevent anyone from using websites and apps. As you will read in our accessibility statement we prioritise the user when we ensure we work to the latest Web Content Accessibility Guidelines (WCAG) 2.2 AA. This makes accessibility a central part of how we work and our culture, and means that the experiences we create are always clear, consistent and accessible to the majority of users. Our website is currently compliant with WCAG 2.2 AA, meeting every testable success criteria. We have also taken additional measures to ensure we follow AAA criteria. However, we could go further. The notable area where we are choosing not to conform to AAA is contrast. To conform with the highest level of accessibility standard, digital products are required to have a contrast ratio of at least 7:1 for normal text and 4.5:1 for large text. But this failure to meet AAA on contrast is not an oversight – it’s a conscious decision. It is through colour that we manifest some of the main elements of our brand personality, making it a key part of our visual expression. Our palette is purposefully vibrant. From the bold 'lava' red embodying our fierce determination, to our vivid 'lime' green conveying energy and inspiration, and our bright 'lilac' purple bringing tranquillity and wisdom, vibrant colours will always have an impact on the contrast we can achieve when used for text and/or backgrounds. To achieve a 7:1 contrast ratio, we would need to use colours which wouldn’t feel like manifesto, and would compromise how we could present ourselves to the world. Motion is also a key part of our brand identity, and is consciously used throughout the site to enrich and enhance the experience and convey our personality. We understand that to ensure we follow WCAG 2.2 AAA criteria, having an experience that prevents animation being displayed is crucial, but we feel that without animation, we can’t fully embody our personality and our vision as the digital experience agency for changemakers, in restless pursuit of a better world. Our challenge to ourselves is to make our site as accessible as possible, so we are committing to create a version of our site experience that conforms to WCAG 2.2 AAA. This option will be available to all users upon visiting our website. It will present the same content while featuring enhanced contrast and pause motion elements. Whilst compromising our brand expression slightly, we will be presenting ourselves through the content on our site in a way that an even greater majority of users can experience. The design of this experience will be baked into the way we develop the next iteration of our website as a primary consideration – in the same way that we consider different screens, devices and browsers.

Sustainability

Our dual-approach to accessibility levels, giving users control over how they experience the site, will not apply to how we approach sustainability. We have committed to making the planet a stakeholder in every one of our projects, including this website. But there is no room for compromise when it comes to building sustainable solutions – they must be low carbon by default. This means making purposeful design decisions and technical choices that promote efficient delivery of content, with a primary goal of creating an engaging, beautiful and sustainable experience.