Belong
A home for life
Overview
As a not-for-profit organisation, Belong is dedicated to providing high-quality support and accommodation for older people, with a focus on their vibrant community villages and personalised home care services. To reflect their people-first approach and innovative solutions to care, Belong sought a new brand identity and website that would resonate with their mission and values.
Discover A person first re-brand
During the brand exploration and ideation sessions, it became clear that the people at the heart of Belong are central to everything they do. Ensuring that individuals feel safe, included, independent, respected, and valued—whether within the organisation or in the village setting - was a core theme.
This insight led to the concept of people flourishing within Belong, symbolised by the natural evolution of the tree logo, where the person forms the trunk—a representation of the foundation and essence of Belong’s mission.
Create A fully modular digital presence
To replace their aging WordPress website, we developed a new headless solution using Contentful, offering Belong a fully modular digital presence. This flexible platform ensures that the site can evolve as Belong expands its services, opens new villages, and reaches broader audiences.
The new website enhances the brand's identity, providing a rich and memorable experience through a diverse range of content, media, and animations.
Additionally, the website streamlines key performance indicators (KPIs) for Belong, such as generating relevant inquiries that pass into their CRM, offering self-service help sections, and enabling locations to easily share and update their own pages.
Our solution, developed using Symfony and Contentful CMS, leverages our proprietary Contentful Symfony bundle which acts as an abstraction layer for working with Contentful data and assets, providing a streamlined experience and allowing us to deliver future updates at an accelerated pace.
We also developed a custom React component to seamlessly integrate with Belong's Workable HR platform. This feature enables users to easily search and filter job opportunities directly on the website, creating a smooth and intuitive experience.
Optimise
Creating a memorable experience
After the site launch, our team worked closely with Belong to monitor the site's performance and key pages from a conversion and SEO perspective. We provide detailed reports which to date have showcased impressive results across all KPIs.
This strong performance has allowed Belong’s unique, caring offering to shine through. Future phases are already in progress, bringing more rich media and curated editorial content into the experience, alongside backend automations to improve enquiry processing and handling.
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