manifesto

In 2024, TPXimpact’s Digital Experience division became manifesto – with a small ‘m’ and a big ambition. The agency sets a challenge to the digital industry to do things differently, to create safe, ethical and valuable digital experiences that work for all and do no harm.

These are the commitments that underpin manifesto’s values and are articulated in the manifesto, providing a benchmark for the visual identity and website design.

The project had a very tight timeline to ensure the renewed agency entered FY24/25 with a new look, so time was at a premium with little room for development. This meant that clarity of vision and alignment was imperative from the start, with a dedicated core team working towards a shared goal at pace.

Due to restrictive timelines, I worked with our Creative Director, Experience Director and Design Director to develop ideas for a new visual identity in under a week. A collaborative approach, working online and in person helped us share ideas quickly, get input, iterate and refine before playing back to our senior stakeholders.

We established a clear vision for a digital brand expression that is both beautiful and inspiring, evoking a sense of openness, innovation and inclusivity. It is inspired by feminine energy and the idea of harmony, renewal, and growth in nature. This is exemplified in a core colour palette of lava (bold, confident and fierce) lime (fresh, bright and joyous) and lilac (wise, tranquil and reflective).

Sustainability was front and centre of our design decisions, given that the digital industry is responsible for around 4% of global emissions; more than the aviation industry. We avoided use of rich media unless necessary, reducing the weight of pages and the site overall, and opting for lightweight, compressed AVIF format with lazy loading where necessary. We introduced motion throughout the launch site with a technical decision to avoid heavy javascript libraries, instead achieving everything with pure CSS.

The design and technical decisions we made resulted in the manifesto website ranking top for digital agencies based on website carbon emissions and how eco-friendly they are, scored by Ecoping. The site also achieved a 100% score with Google’s Lighthouse performance, usability and accessibility tool, validating a number of decisions we made around the brand’s digital expression and application.