Minds Of All Kinds Website
Brand 360 Applications
Perception
Culture
Operations
An accessible, NHS-aligned digital platform supporting neurodiverse communities across Nottingham and Nottinghamshire. Designed collaboratively to improve clarity, navigation, and access to essential services for children, young people, adults, families, and carers.
As part of a longstanding partnership with NHS Nottingham and Nottinghamshire, we were commissioned to design and build a modern, accessible, and user-centred website to better support patients, families, and staff affected by neurodiversity. The goal was to co-create a Minds of all Kinds (MOAK) platform that celebrated neurodevelopmental differences, clearly communicated available services, improved access to essential information, and reflected their commitment to compassionate care.
Our approach was grounded in accessibility, clarity, and collaboration.
Working closely with the NHS, we expanded and refined their existing colours (NHS Blue, supporting blues, neutrals and accent colours) based on WCAG accessibility testing. Avoiding overly saturated or distracting accent colours helps prevent visual overwhelm, particularly for users with autism, ADHD, dyslexia and sensory processing differences. Alongside this we avoided the heavy use of red to prevent cognitive confusion and to support users who rely on colour to interpret urgency.
This approach resulted in a calm, trustworthy and NHS-consistent palette that feels professional but still gentle and welcoming. Artistic graphics were used as informative but non-distracting visuals.
We appreciated the need for a clear visual hierarchy that users could navigate, read, and understand with ease, and so worked closely with the NHS team to streamline and optimise content. We simplified page templates designed for inclusive readability.
Consolidated requirements from NHS staff and real end-users informed the new site map and content architecture. We were able to identify the most common patient journeys, essential information to be prioritised, pain points in the current system, and accessibility requirements across diverse user groups.
Feedback from focus groups allowed for refinement prior to launch, ensuring the final product was further guided by the people who would be using it.
The CMS empowers NHS staff to update content and add resources independently and the modular templates mean future expansions won’t require technical intervention.
View the website: mindsofallkindsnotts.co.uk
We’re really pleased with the work Create Inc. has done on our MOAK website. Right from the start, the team understood what we were aiming for and showed real commitment to building something accessible, inclusive, and engaging.
Their creativity and technical know-how have given us a platform that looks great and is genuinely easy to use for neurodiverse people and their families.
Throughout the project, the team were responsive and easy to work with, always ready to listen and adapt to our needs. They often went the extra mile to make sure everything was just right and are always on hand to help with any technical issues we may have. The positive feedback we’ve had from users says a lot about the quality and impact of their work.
Debbie Bickley
Transformation & Commissioning Manager
A huge, huge thank you to you and everyone else involved in getting this huge project to this point, it’s really going to make a difference!
It’s clear how much work and thought has gone into the site and most of all it’s clear that the views of those with lived experience have been really taken on board. It’s going to help so many people and will definitely take some stress out of the pathway journey and beyond by people being able to see how it works and what to expect.
It’s exactly what I wish we had 8 years ago. So much amazing information and so many useful signposts, all in one place and presented in a way that makes sense, hoorah!
Parent