The Fairtrade brand is a global benchmark for economic and social justice.  The existing Fairtrade website wasn’t doing its missionary story justice. It was time for a new digital chapter.

Fairtrade has an inspiring mission and a powerful story to tell. For over 20 years it has helped people around the world lift themselves out of poverty, and enabled consumers to make fairer choices. But Fairtrade’s website wasn’t really reflecting this. Their online space needed to work harder to showcase their achievements, engage people in their story, and inspire involvement and action.

A website to inspire change

We started by defining Fairtrade’s Online Value Proposition – “with Fairtrade, you have the power to change the world every day”. This inspired us to put active involvement at the heart of the site, informing everything, from content to copy, functionality to design. Ultimately, it made the Fairtrade site an active expression of its mission. 

Fairtrade.org.uk is now an active, dynamic platform that encourages everyone to get involved – be it buying a Fairtrade product, signing a petition or downloading the resources a business needs to become a Fairtrade Workplace.

The design is bright and confident; messaging is conversational and engaging; navigational filters empower users to shape their own experiences; and constantly updating content means the site is a place of action and movement – just like Fairtrade itself.

“[We needed a] site that was not only visually engaging and strong on user experience, balanced between conveying what Fairtrade does and how consumers and supporters can make a difference through purchase and behaviour. Radley Yeldar understood the complexity of the brief and made it integral at every stage of development. Their professionalism, enthusiasm and down to earth approach was genuinely refreshing and made the project enjoyable to work on”. Jagdeep Gill, Senior Digital Manager, Fairtrade Foundation

Radley Yeldar understood the complexity of the brief and made it integral at every stage of development. Their professionalism, enthusiasm and down to earth approach was genuinely refreshing and made the project enjoyable to work on.

Jagdeep Gill, Senior Digital Manager,

Fairtrade Foundation

Back to top