Mockup of a laptop, computer, iPad and phone with different screens from the Association of British Orchestras website.


ABO produces a lot of content that is rich with information and text-heavy, but rarely contains images. Our challenge – and a challenge it was, given images are often used to provide visual interest – was to create a design for their website that presents the content in an engaging way, is easy to locate and easy to read.

We agonised over the little details of the UI (User Interface), carefully selecting new colours, icons and typefaces – developing a robust design system that, when deployed, has real clarity and consistency. Our goal was to create a design system that could be rolled out both on and offline, and one that would increase brand recognition.