Case Study
WithYou
Research and content leadership to evolve WithYou’s brand and website
WithYou is a national charity supporting people experiencing drug, alcohol and mental health challenges across Scotland and England. They offer non-judgemental support to everyone who needs it, and work hard to end stigma around these issues so people feel able to reach out for help.
Their challenge
WithYou knew they had a problem – their 2020 rebrand and website weren't connecting with the people who used their 80 local services or with their service commissioners and partners.
Sensibly, they first wanted to understand why, before evolving and strengthening their brand message, and then designing and developing a new website to drive future success.
My role
Stakeholder research and insight to help shape their brand, message and website thinking, then content leadership to deliver their ground-breaking new site.
Project dates: March 2022 - May 2024
WithYou’s goal
The ultimate aim? To motivates people to take action - to commission WithYou, to engage with services, to work with them and for them.
“We needed to reach diverse audiences across two nations and multiple locations, conveying a consistent story while respecting local nuances.”
— Stephen McCulloch, Executive Director of Marketing and Communications, WithYou
Project delivery partners:
Sue Bush, The Co-Foundry - Brand strategy and design
ScreenMedia - Website design and build
Jonathan Moore - SEO and analytics
Ryan Webb - Conversion consultancy
Think content from the start
“I've worked on many website projects throughout my career, but this was the largest and most complex to date. It’s been an enormous task. Engaging Sonja as our content lead was a game-changer.
Having an independent content lead on the team was a new experience for me, but I would definitely advocate for it and budget for it again. Content is both the horse and the cart of any website project. You must start thinking about it from the very beginning, even before design and technical aspects. You need someone whose sole focus is content, someone like Sonja leading the charge, embedded in your team.
Sonja is an intrepid explorer. Her original stakeholder research and keen sense of context allowed her to understand our clients' and organisation's needs, bringing the right focus to every content decision. The website launch has been a huge success, and we couldn't have achieved it without her. She brings energy, warmth, and clarity to the many challenges of a website project. We've greatly benefited from her enthusiasm and expertise."
— Stephen McCulloch, Executive Director of Marketing and Communications, WithYou www.wearewithyou.org.uk
How I helped
CEO Belinda Phipps engaged me to carry out extensive stakeholder research - listening inside and outside the organisation - to understand the challenges they were facing, and to recommend a way forward.
The findings confirmed and offered additional insights into WithYou’s prognosis. Whilst there was solid thinking and research behind the original rebrand, there was confusion on the meaning behind the new brand and name – ‘a brand with no message’ – no sense of shared purpose, no unifying story and uncertainty on what WithYou stood for. WithYou needed to get clear.
Using this insight, brand strategist, Sue Bush, evolved the existing branding and developed more meaningful messaging, defining their brand strategy, purpose and story.
The research also showed that the website needed a full overhaul in order to better serve the needs of WithYou's different audiences and to get the message across. This included:
Personalised journeys to help people access support and advice
Clearer articulation of the support available
Aligned but separate sub-sites for 80+ local services
Full rewrite of About Us and Careers sections to better convey the WithYou story
Personal stories from service users to inspire others to seek support
Making self-help advice and information content more accessible
I led on the content strategy, user research and content development, integrating with WithYou's digital and communications team and working closely with digital partners ScreenMedia to help them deliver the new website successfully, on time and to budget.
“You need someone whose sole focus is content, someone leading the charge, embedded in your team.”
“Sonja’s original stakeholder research and keen sense of context allowed her to understand our clients’ and organisation’s needs, bringing the right focus to every content decision. ”
Check out the results
WithYou’s website: www.wearewithyou.org.uk
A digital home for 80+ local services: Local service finder
“We’re delighted to unveil our new website that aims to better meet the needs of clients and other audiences.
Every recovery journey begins with a first step and our website now makes it easier than ever for clients to take it.
Whether it’s finding the nearest in-person service or accessing self-help advice, in just a few clicks clients will be on a path that suits them.”
Valuable self-help advice on the website and via social: @withyou
“Sonja was pivotal to the success of our website project, leading the content strategy with unmatched expertise, passion, and commitment.
I’ve never seen an external consultant integrate so seamlessly into a team—she truly felt like one of us. Sonja grasped the complexities of our organisation with curiosity and care, approaching every challenge thoughtfully and ensuring all perspectives were considered. Her clear and impactful strategy perfectly aligned with our goals and values, while her energy and dedication inspired everyone involved.
The resulting website has been transformative for WithYou, engaging our audiences more effectively and communicating who we are with clarity and confidence. We simply couldn’t have achieved this without Sonja’s incredible insight and enthusiasm. I wouldn’t hesitate to work with her again or recommend her to anyone seeking a true content expert.”
— Helen Birtill, Head of Brand and Digital, WithYou
