East Anglian Air Ambulance (EAAA) - Digital Brand Application

Introduction

Delivering a Digitial Refresh for East Anglian Air Ambulance

Ahead of a major awareness campaign, East Anglian Air Ambulance needed their newly refreshed brand applied across its website within a fixed deadline.

Alongside this, they wanted to improve the impact and clarity of key pages and content blocks through quick-win enhancements, while ensuring the new brand was reflected consistently across the entire site.

The new website effectively reflects the refreshed brand. Supported by clean-up and optimisation work, it delivers a visually engaging and accessible platform on time, providing East Anglian Air Ambulance with a strong foundation for their campaign and future growth.

Relationship Length

The new website launched in January 2026

Focus

Digital application of a new brand making quick win optimisations and improvements to an agreed list of priority blocks and pages

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Problem

The website didn’t reflect the organisation’s refreshed brand identity
A number of important continuous improvement tasks were on the backlog pending the brand project completion

Solution

Key pages and content blocks redesigned to reflect the new brand and modernise the look and feel
Global brand styles are applied across the rest of the website to enable a fast, consistent rollout
Overlapping continuous improvement tasks from the backlog were addressed as part of delivery

Result

A user-friendly digital experience that clearly reflects the organisation’s refreshed identity
Targeted enhancements to key pages and blocks, improving readability, clarity and content impact

The Challenge

Ahead of an awareness campaign to increase understanding of the charity, East Anglian Air Ambulance partnered with a brand agency to refresh their brand guidelines. With the updated guidelines finalised, East Anglian Air Ambulance needed the new brand reflected across their website.

At the same time, they wanted to make quick-win improvements to key pages and content blocks to enhance the user experience and conversion journeys. The aim of applying the refresh was to provide a more impactful, accessible and easier-to-digest experience.

The project had a fixed deadline aligned with the campaign launch, making it essential that the new brand was consistently applied across the entire site, not just the redesigned pages.

Our Approach

To meet the challenge, we moved straight into the UX/UI design phase, focusing on visualising the new brand digitally, working alongside East Anglian Air Ambulance brand agency, applying best practice recommendations for website design from our expert designers.

Filter’s UX/UI team explored how the brand could best enhance the user experience, ensuring readability, accessibility and engagement.

On the technical side, we applied the new brand styles globally across the entire site to ensure consistency, while our UX/UI efforts focused specifically on redesigning key pages and content blocks to maximise impact.

During this process, our developers also carried out backend cleanups and spot check optimisations, future-proofing the site for ongoing continuous improvement work.

Results

The new website changes launched on schedule, providing a brand-aligned digital foundation for a major awareness campaign with integrated promotion across outdoor, radio, programmatic, social and PR channels.

Users now benefit from a visually appealing, accessible and responsive design. Small quick win updates to key pages and blocks have made content more impactful, helped key information stand out and reduced cognitive overload.

For East Anglian Air Ambulance, the platform offers a scalable foundation for growth with clean-ups and optimisation delivered on legacy technical debt.

Early feedback from the client has been highly positive, with the site delivered on time and ready to support a major national campaign.

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Why This Story Matters

This project demonstrates how, with a fixed deadline and campaign-led launch, a refreshed brand can be successfully rolled out across a large website without a full rebuild.

By focusing UX and design effort on key pages while applying global styles and targeted clean-up elsewhere, Filter and East Anglian Air Ambulance delivered a consistent, accessible and engaging brand experience within a short timeframe.

This case study shows how careful prioritisation and technical expertise can achieve meaningful impact quickly, while still laying the groundwork for future, more iterative improvements.