Bringing a global charity
brand to life online
St John International
The challenge
We were appointed by St John International to design and develop a new website that reflects the scale, diversity, and ambition of this growing global charity—while aligning seamlessly with its renewed strategic direction.
Operating across 44 countries with a network of 164,000 volunteers, St John is a powerful force for good. In the past year alone, the organisation responded to 1.8 million emergencies and trained over 1.1 million people in life-saving first aid. It also serves as the parent body of St John Ambulance, one of the world’s most recognised humanitarian brands.
The strategy
Working in close collaboration with the London-based executive and marketing team—alongside global stakeholders—we led a comprehensive discovery process to deeply understand St John’s organisational goals and diverse audience personas.
From this, we defined a clear value proposition and developed an engaging tone of voice to reflect the charity’s global impact. We then mapped user journeys, created wireframes, and designed a website that aligns with St John’s refreshed brand identity. The result is a vibrant and accessible site, brought to life through enhanced design, colour, iconography, and dynamic features that deliver a seamless user experience.
The new website meets accessibility standards and includes a host of valuable tools—such as an interactive global map showcasing the organisation’s reach and presence around the world.
Visit the website
Client Feedback
"We are utterly delighted with our new website from Hotfoot – we've received really wonderful feedback from our wider St John family who say they love the vibrancy, the person-centred visuals and stories, and that this website makes them feel proud to be part of our international network. It truly represents our #OneStJohn strategy."
Jessica Smith, Head of Communications
