Building a brand that champions neurodiversity and inclusion
A bold new brand identity that captures the spirit of neurodiversity, inclusion, and growth—helping Inclusive Change communicate their mission with clarity, confidence, and humanity.
The previous National Bingo website had become outdated, overly loud, and visually overwhelming. The bright and garish design distracted from the core content, and much of the information was no longer accurate or relevant to users.
Although the site structure itself was relatively simple, the user journey wasn’t intuitive, and the website couldn’t effectively support the promotional campaigns or club‑related information that players needed. Updating content was also difficult, meaning the site lacked fresh news, winner updates, and reasons for users to return.
National Bingo needed a complete refresh, something exciting, engaging, and modern, while still capturing the fun and vibrant spirit of bingo.
We began by rebuilding the site structure, refining the existing navigation into a clear, easy‑to‑follow plan so users could find key information quickly. From there, we designed a new visual identity that kept the brand bright and colourful but removed the harsh, overly garish elements that were overwhelming the user experience.
To elevate the brand and add personality, we created a set of custom graphics and new iconography to break up sections of content and guide users through the site visually. These elements helped create a more playful yet polished look that supports both engagement and usability.
A key feature of the new site was the addition of a “Find a Club” tool, allowing users to easily check whether their local club was running the games and promotions being advertised. We also introduced a News & Wins section, giving space to celebrate winners from clubs across the UK and keep the site consistently fresh and relevant.
Functional improvements were equally important. We ensured the website was much easier to update, allowing the team to publish news, promotions, and winner updates more frequently. A Winners Wall was added to highlight major jackpot wins, a strong engagement driver that reinforces the excitement of bingo.
Throughout the design process, we focused on ensuring the site conveyed fun, excitement, and energy without compromising clarity, usability, or brand consistency.
The redesigned National Bingo website delivered a significantly improved digital experience. It became easier to navigate, more visually appealing, and far more informative for players looking to explore games, check local club activities, or celebrate national wins.
The simpler editing tools and structured content areas empowered the team to keep the site updated regularly, particularly the News and Winners sections. This steady flow of fresh content has contributed to increasing user engagement.
Since launch, the website has seen:
The new National Bingo website now strikes the perfect balance between fun and functionality, capturing the excitement of the game while giving users a seamless, modern experience.
A bold new brand identity that captures the spirit of neurodiversity, inclusion, and growth—helping Inclusive Change communicate their mission with clarity, confidence, and humanity.
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