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Client brief
As a major central London borough, Camden had earned an enviable reputation as an innovator and trailblazer for local government online. While working for design agency Synergy, Miles was tasked with designing a website that would reflect the cultural personality of the borough, meet the complex needs of its residents and become a model of good practice for others to follow. Camden wanted a site that was less about the Council and more about residents and services – a classic user-focused brief.
Martin Black‘Playne Creative has brought a human touch to our websites, and helped us to achieve our objectives through designs that work really well and which appeal to our users too.’
London Borough of Camden
Our response
Five years on the design has proved to be remarkably robust; it retains a contemporary feel and the information architecture has adapted well to the huge range of online services Camden has implemented in recent years.
The project involved focus groups, development of an online brand and a complete rethink of the information architecture and functionality to enhance usability and accessibility and deliver joined up information - key priorities.
We designed a serious business interface with a light touch and plenty of human appeal. Great photography of real Camden people (commissioned and directed by Miles) and eye-catching illustrations that signpost users and draw them in all contribute to a truly engaging, community site.
The end result pushed Camden’s already high rating in Socitm’s annual Better Connected review of local authorities right to the top.
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