RSPCA Assured is the RSPCA's farm animal welfare assurance scheme and ethical food label – a not-for-profit charity with more than 4,000 members, improving the lives of tens of millions of farmed animals every year.

When consumers see the RSPCA Assured label on a product, it means every stage of that animal's life has been checked against an average of 760 individual welfare standards.

The brand already had strong consumer recognition. But the existing website, built on Umbraco 8, had reached end-of-life and no longer met the needs of the organisation or its different audiences. There was an opportunity to do much more to help people understand what RSPCA Assured means and the difference it makes to animals.

RSPCA Assured's audience isn't one audience. It's three: consumers who want to buy ethically but don't fully understand what the label means, farmers and producers who are members of the scheme or considering joining, and industry partners from Sainsbury’s to Ocado who stock certified products.

The existing site didn’t always differentiate clearly enough between their needs. Consumers could encounter detailed or technical information when they needed simple, engaging explanations, while farmers and other industry users needed an easier route to practical information about membership, assessments and standards.

Alongside a full brand refresh from JKR, RSPCA Assured needed a platform that could educate consumers simply and conversationally, provide members and industry audiences with the depth and detail they need, and lay the technical groundwork for future integrations with Salesforce CRM and AI-powered content workflows.

The brief was clear: build a website that could bring the refreshed brand to life while making RSPCA Assured’s work easier to understand, explore and navigate.

We started where the opportunities were greatest. Our discovery phase mapped the journeys for each audience group independently, identifying where navigation could be improved, where users were encountering barriers, and where the site's structure was working against the content.

The result was a complete information architecture redesign – splitting the site into distinct consumer, industry, and member journeys. Each section is designed to guide users to the right depth of information without forcing one audience to wade through content intended for another.

We translated JKR's refreshed brand identity into a flexible design system built for longevity. Clean, high-contrast palettes, accessible typography, and modular layouts adapt across campaigns, content types, and devices. Every component was designed in Storybook first, ensuring consistency from the first page to the hundredth.

Under the hood, the platform runs on Next.js (v15) with TypeScript, styled with Tailwind CSS and ShadCN components for accessible, tactile interactions. Content is managed through Sanity — giving the RSPCA Assured team real-time previews and an intuitive editing experience — with the whole thing deployed on Vercel for speed and reliability.

The build was also designed with the future in mind. The architecture supports potential future integrations with Salesforce CRM, AI-powered approval workflows, and the kind of structured data (including llms.txt) that ensures the site's content is discoverable by both search engines and AI systems.

If your website needs to serve fundamentally different audiences — people who need simplicity and people who need depth — the answer isn't one compromise that satisfies neither. It's distinct journeys on a shared platform, with an architecture that lets each audience find exactly what they need.

That's what we built for RSPCA Assured. If you're facing a similar challenge, we'd love to hear about it.