The Haemoglobinopathy Coordinating Centre (NEY) had an existing website, hosted as a subsidiary of the Sheffield Teaching Hospital website, but it had become neglected over time. It lacked a clear purpose, primarily serving as an internal communications tool rather than a valuable resource for patients. Crucially, it did not adhere to modern accessibility standards, specifically WCAG 2.2, which is vital for providing equitable access to information for all users. With a change in staff, and Zoe Hunter stepping in as the new Network Manager, there was a recognised need to give the website a fresh feel, a clear patient focus, and bring its identity and functionality up to current digital standards.
The Solution: A Comprehensive Rebranding and Website Development Initiative
Quiet Storm, already familiar with the client through previous hosting arrangements, engaged with Zoe Hunter to understand the new vision for the Haemoglobinopathy Coordinating Centre. The core objectives were defined as:
· Accessibility: Achieving WCAG 2.2 standard to ensure the website was usable by all patients, including those with disabilities.
· Patient Focus: Shifting the website’s primary target audience to patients, providing advice, resources, and support for individuals suffering from blood diseases like Sickle Cell, using layman’s terms where possible.
· Ease of Editing: Ensuring the new website would be simple for the HCC team to update and manage content.
· Purpose-Driven Content: Giving the website a clear mission to serve as a useful, engaging resource.
The project encompassed a comprehensive approach:
1. Brand Guidelines: A crucial first step was to develop new brand guidelines. This involved creating a fresh visual identity, including new colours carefully selected to meet the desired accessibility standards, and ensuring the brand conveyed personality and approachability.
2. New Website Development: Following the approved brand guidelines, a new website was designed and built. The focus was on clear, simple access to information, making it easy for patients to find what they needed. The website also integrated with MailPoet, a plugin similar to Mailchimp, to facilitate clear calls to action for newsletter sign-ups and updates.
3. Creation of Supporting Graphics: New graphics were developed to complement the refreshed brand and website, enhancing visual appeal and aiding in the clear communication of complex information.
4. Promotional Collateral: Supporting promotional materials were created to help launch and publicise the new website.
5. Ongoing Costs & Support: The project included provisions for ongoing support and maintenance, with Quiet Storm assisting significantly with content population to ensure a smooth go-live.
The website officially went live May 2025, strategically timed to be ready for their event on June 21, 2025.
The Outcome: Increased Engagement and Enhanced Visibility
The HCC Rebranding Project has successfully met its objectives, transforming the Haemoglobinopathy Coordinating Centre’s digital presence into a valuable and accessible patient resource.
Client feedback has been positive. Zoe Hunter confirmed that the website and branding received good feedback, and the event went well, indicating a successful launch and reception.
The new look and organic search strategy, coupled with the offline launch promotion, have driven more traffic to the site. Engagement KPIs have significantly increased, demonstrating that the website is effectively reaching and serving its intended patient audience. The commitment to WCAG 2.2 standards has ensured a highly accessible platform, fulfilling a critical goal of the project.
A Digital Lifeline for Patients
The HCC Rebranding Project stands as a testament to the power of a patient-centric digital transformation. By addressing previous limitations and focusing on accessibility, clear communication, and purposeful content, the Haemoglobinopathy Coordinating Centre now boasts a website that not only looks fresh but also genuinely serves as a vital resource for individuals managing blood diseases. This successful initiative ensures that critical information, advice, and support are readily available, making a tangible difference in the lives of patients across the region.
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“Working with Quiet Storm on the recent refresh of the North East & Yorkshire Haemoglobinopathy Coordinating Centre (NE & Y HCC) website has been a fab experience from start to finish.
“From the outset, the Quiet Storm team brought not only technical capability but also an understanding of NHS requirements. They took the time to understand the mission of NE & Y HCC and the diverse needs of our audience — patients, carers, and the public with an interest in Sickle Cell. Their approach was thoughtful, inclusive, and rooted in creating genuine impact through design and accessibility.
“The refreshed site is a clear reflection of Quiet Storm’s creative and strategic abilities. It balances professionalism with warmth, maintaining clarity and accessibility without sacrificing visual appeal. The user journeys are intuitive and well-mapped, with careful attention paid to ease of navigation, mobile responsiveness, and content flow. Feedback from both stakeholders and visitors has been overwhelmingly positive.
“One of the standout aspects of the project was the team’s communication. They were collaborative, responsive, and transparent throughout the process — always open to feedback and quick to offer solutions. Whether it was content planning, design decisions, or technical queries, they were initiative-taking and supportive every step of the way.
“The new site has significantly improved the user experience for those seeking information and support on sickle cell and thalassaemia. It now reflects the authority and empathy of the NE & Y HCC while serving as a platform that’s both scalable and sustainable going forward.”
Zoë Hunter
Network Manager
NE & Y HCC