Own your future

Manifesto is a multi-award winning, agile agency of creatives, coaches, strategists and technologists who collaborate with exceptional organisations to help them own their future. By listening carefully to the needs of their clients and their audiences, and by developing a shared understanding of how to create value, Manifesto delivers innovative, audience-centred experiences, products, services and change.

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London, United Kingdom
  • 1st Floor, 141 - 143 Shoreditch High Street
    London, LND E1 6JE
    United Kingdom


Key clients: 

University of Dundee, Unicef UK, The National Trust, Parkinson's UK, Royal Botanic Gardens Kew

Building a bold new, audience-centred website for The Royal British Legion

Manifesto partnered with The Royal British Legion (RBL) to build a bold new website. By using an audience-centred approach, the new website acts as the bedrock for an ecosystem of engagement, through which Manifesto has helped empower RBL to create digital experiences which inspire all of their audiences.

The Royal British Legion’s

previous website reflected their internal structure more than meeting the needs of their audiences. The RBL therefore struggled to provide users with cohesive journeys, while the organisation’s ability to tell engaging stories was severely hampered.

Manifesto helped RBL develop a new set of audience personas through a design-sprint process, marking the first time the people they support have been brought alongside fundraising audiences. This presented the opportunity for a new information architecture, content strategy and key user journeys for the new site. The use of Sitefinity CMS alongside atomic design principles and a full pattern library allows site editors the use of modular components to craft compelling stories which weave through the entire site, unbound by restrictive page templates.

The new site launched in April 2019, in the month following the launch of the new site, online fundraising donations increased by 57%, online membership sign ups by 30% and overall traffic to the website was up by 22%.

Digital experiences at Kew Gardens

World heritage site, Royal Botanic Gardens, Kew selected Manifesto as digital development partner in 2018, to collaborate on an improved website with improved digital experiences for Kew’s diverse audiences, which help build a wider understanding of the organisation’s mission and values.

The organisation has ambitions to improve its digital

experience for a range of users; from visitors to the gardens, to event attendees, to users who are interested in the research conducted by Kew’s scientists. The kew.org website plays a vital role in increasing interest and engagement with Kew’s vital work in plant and fungal science and conservation, as well as delivering on commercial goals such as ticket sales and donations.

Working as an extension of Kew’s Digital Experience team, Manifesto helped redesign the website’s information architecture and key user journeys, before rebuilding the site on the Drupal 8 platform with significant improvements to the user experience. Choosing frameworks in favour of a pattern library approach, the new site gives editors an easy way to build and publish pages to house a wide variety of content and showcase striking photography.

Launched in March 2019, the new kew.org website marks the end of the first phase of Kew and Manifesto’s ongoing digital development partnership. The new site has seen increased user engagement, with average bounce rates down by 19.9%. Manifesto and Kew will continue working together to deliver improvements to the digital experience and further develop their organisation-wide digital roadmap.

Improving digital journeys for Notting Hill Genesis residents

Notting Hill Genesis (formerly Genesis Housing) is one of the UK’s leading housing associations. The organisation’s website had grown organically over time, meaning the relevant content for residents wasn’t very easy to navigate. They wanted to redesign their website to help residents get to the information they need quickly, and therefore believed that the residents should be heavily involved in this design. The organisation

also wanted to provide a quick, convenient way for residents to report repair requests easily and efficiently.

Manifesto kicked off the design journey with a user research stage involving 2 workshops, site visits to the contact centre and a resident survey. We also conducted one-to-one interviews with 12 stakeholders from around the business to build an understanding of what they did, their current ways of working, and their ambitions for the future. The aim was to determine the needs and preferences of multiple kinds of user, to design journeys which would help them access required information quickly and easily.

An innovative new feature for requesting repairs uses a conversational interface to help guide tenants towards the actions that will get them help fastest. Condensing thousands of decision tree options down into a simple conversation with a human-like assistant, the ‘report a repair’ feature attempts to mirror the experience of the contact centre, and help tenants get fast access to the information they need.

The new site launched on Wednesday 8th November 2017. Built in just 11 weeks on Drupal 8. In the first month after launch, the new site, with its improved information architecture and redesigned user journeys, saw over 60,000 unique page views. The ‘report a repair’ form, mirroring the experience delivered by the contact centre, but using fewer resources, successfully fielded over 21,000 interactions.