Translating brand ambition into digital experience for the world’s leading sustainability initiative for cotton.

Better Cotton Initiative (BCI) is the global standard for sustainable cotton, working with farmers, brands, and partners to improve the environmental, social, and economic impact of cotton production worldwide. Over time, BCI’s website had grown large and complex, making it difficult for users to understand the organisation, find resources or engage with key content.

We partnered with BCI and brand agency rbl to deliver a strategic, efficient and high-impact set of updates, refreshing the digital platform and rolling out the new brand in a way that supported the organisation’s mission and global audience.

We began with technical, UX, and SEO audits to identify risks, opportunities, and priorities:

• UX audit: reviewed navigation, content discoverability and user journeys, providing clear recommendations for improvements.
• SEO audit: evaluated organic search performance, site structure, content migration risks and visibility opportunities.
• Technical audit: assessed code quality, integrations, CMS flexibility, accessibility, site security, and overall longevity to ensure the platform can evolve and scale over time.

These audits provided strategic direction, translating technical insights into a practical roadmap that ensured that decisions were evidence-based and delivered measurable value for both BCI and its audiences.

Following the audits, we delivered a series of carefully considered updates that transformed the site’s usability, messaging, and overall experience. Key pages, including the Home and Consumer pages, were redesigned using BCI’s exciting new visual identity and enriched with newly created content, enhancing storytelling and brand expression. We carefully considered the user experience on both desktop and mobile, incorporating transitions, animations, and visually rich interactions to create a dynamic, engaging digital experience.

A major focus was the navigation, which underwent a complete restructure and the introduction of a mega-nav to simplify access to the site’s extensive content and multilingual resources. This made it significantly easier for users to find information, explore and engage with BCI’s story, turning a previously complex and fragmented experience into a clear, intuitive journey.

Site-wide design and code updates ensured consistent application of the new brand and created a scalable framework for future updates. Decisions were guided by close consultation with the BCI communications team, senior stakeholders, and rbl, enabling rapid approvals and confident execution. Resulting in a complete strategic overhaul of the website, delivered in time to coincide with World Cotton Day to maximise engagement with BCI’s global audience.