Accountability Framework Initiative

Clear user journeys for a sustainable future


The Accountability Framework initiative (AFi) is a coalition with the goal of protecting forests, ecosystems and human rights. Published in 2019, and originally co-led by the Rainforest Alliance, the AFi created a framework that provides a practical roadmap and trusted guidance to address issues within their supply chains. This is published on their website, alongside guidance on how to use it.

The Brief

Having seen our work in similar space for organisations such as Fern, Proforest and Leather Working Group, AFi approached us to re-think their website which was facing user experience issues relating to the navigation, content organisation and the presentation of the framework itself. Over time, the navigation had become bloated and muddled, with little distinction between what the framework was and the difference between the framework and the initiative itself.  

Not every visitor would understand the framework was or why they should use it. This meant it was important that the website not only delivered the framework in a clear way, but also clearly explained who it was for and why they should be use it. Additionally, the supporting documentation and resources were scattered throughout the site, making it difficult for users to find content without navigating away from their current page.

The Result

We always welcome the opportunity to partner with other agencies as they bring different ideas. In this case, we partnered with brand specialists, Playing Field who designed the brand identity and the look and feel for the website. Although clear lines of delivery were drawn between the two agencies, between us we made sure that we acted as one agency to craft a cohesive brand identity and website.

Using workshops and user research, we redesigned the website architecture from the ground up. This successfully streamlined user journeys, made it easier for resources and helpful information to be surfaced alongside the framework and carefully explained the benefits of using the framework without getting in the way of users who simply wanted to download it.

We’ve implemented a powerful content management system (TYPO3), empowering the communications team to add timely content easily and self-serve.

The new design effectively showcases the 'why' behind the framework, emphasising its purpose through a series of case studies. Not only is it easier to find and use the framework, the website raises awareness of the AFi’s core messages and supports their ongoing communications activity.

“I've worked with Liquid Light on two separate occasions and both times it has been a breath of fresh air. They are a knowledgeable, professional agency, who are adept at understanding our organisation's needs to provide a best practice suggestion. Their team are friendly, easy to work with, and communicative. I would highly recommend them to anyone looking to complete some website work in the future”

Jennifer Toes Senior Comms Associate at Rainforest Alliance