Walking With The Wounded

Walking With The Wounded has spent over a decade helping veterans rebuild their lives, regain independence, and reintegrate into society.

Despite that legacy, and millions raised along the way, many people only knew Walking With The Wounded for its high-profile fundraising treks, not the year-round support those treks actually fund. That gap between perception and reality was holding the charity back: fewer people engaging with the full scope of its work meant fewer people supporting it.

The website wasn't helping close that gap either. The brand identity didn't reflect the full breadth of what the charity does, content wasn't structured well enough for different audiences - supporters, veterans, potential fundraisers - to find what they needed, and the donation journey wasn't build to convert as effectively as it should. Walking With The Wounded needed a brand and a website that could finally show people the whole picture, not just the part they already knew.

We rebuilt the website around a stronger brand identity - new design elements and imagery that put veterans' own experiences at the centre, replacing a visual identity built mostly around trek photography with one that reflects the charity's full range of work. Storytelling shifted the same way, bringing real veteran experiences forward to create a more genuine emotional connection than a fundraising event alone can.

The events section now flags what's upcoming, featured, or filling up, helping people decide when to get involved rather than leaving them to work it out themselves. The donation journey moved onto Giant Giving, our own donation platform, making it clearer and smoother for someone who's decided to give to actually follow through.

Navigation was simplified so supporters, veterans, and fundraisers alike can find services, events, and ways to give faster - with the whole experience optimised mobile-first, since that's where a growing share of engagement now happens.

More people are finding their way to support, and more people are choosing to give once they do. A 36% rise in people reaching out for support shows the perception gap is genuinely closing - Walking With The Wounded is being recognised for the full breadth of its work, not just the treks that first bring people in.

That recognition is converting. Donation value is up 41%, and the number of donors has grown 18% - more people giving, and giving more, through a journey built to make it easy. With 51% more people taking action on mobile, that shift is happening on the device most people are actually using.

A stronger brand, a clearer story, and a website built to convert all worked together - proof that closing a perception gap and building a better website aren't two separate projects, but one and the same.