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BJS Academy is an online educational platform that supports the professional development of current and future surgeons worldwide. The Academy is part of the charitable activity of BJS Society, which owns and promotes renowned scientific journals, BJS and BJS Open.

The Brief

We were commissioned to create branding, design and build a website with a WordPress content management system (CMS) and undertake a copywriting review for BJS Academy.

The Creative Outcome

A versatile logo was essential to convey the various sections that make up the Academy. The subtle keyline helps to hold the composition of the design together, whilst the use of colour clearly distinguishes the key sections of the website. The professional design reflects the organisations prestigious reputation and the quality of the resources they offer.

The refined website design reflects this modern visual style and the academic nature of the brand. To ensure an optimum user experience (UX), we created a clear navigation structure that makes the website is easy to browse. We also implemented filter functionality on specific pages to allow visitors to find the articles they are looking for quickly and easily.

We incorporated impactful space inspired imagery, part of the Academy’s distinctive visual style, and high quality photography to engage visitors and reinforce the brands global reach. Influenced by the BJS an BJS Open journals, we utilised white space and incorporated understated background colours of dark blue, lunar grey and bright white. This is interspersed with keylines, buttons and drop-down menus which change colour depending on the section of the website. The colour palette contributes to the professional aesthetic, whilst the accent colours add a modern touch and help to guide visitors.

To hone the Academy’s tone of voice and ensure all of the information on the website is clear and consistent, we conducted a copywriting review. This was an important step in establishing the identity of the brand and enhancing its accessibility.


Website homepage design on desktop

Logo design

Website design on mobile

Website blog design on mobile and tablet

Logo designs for all sections of BJS Academy

Website design on desktop and mobile

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