Minds Of All Kinds Website
Brand 360 Applications
Perception
Culture
Operations
For families navigating a neurodiversity diagnosis, knowing where to turn can be overwhelming. Minds of All Kinds (MOAK) exists to change that by bringing together services, guidance, and support for neurodiverse children, young people, adults, families, and carers across Nottingham and Nottinghamshire. Working in close partnership with NHS Nottingham and Nottinghamshire, we designed and built a platform that puts the people who need it most at the centre.
For many neurodiverse individuals and their families, finding the right support is a journey made harder than it needs to be with digital experiences that weren't built with their needs in mind. NHS Nottingham and Nottinghamshire recognised that their existing provision wasn't doing enough to connect people with the services available to them. What was needed wasn't just a website, but a purposeful platform that could serve a wide range of users, from children newly diagnosed with autism to adult carers seeking long-term support. Each has different needs, different levels of digital confidence, and different sensitivities to how information is presented.
Our priority for this project was accessibility, clarity, and collaboration.
Our Approach
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.
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
Supporting neurodiverse communities
A website design and build rooted in accessibility, clarity, and calmness.
FAQs.
It means designing so that every user, regardless of ability, neurodiversity, or assistive technology, can navigate, read, and understand your content without friction. In practice that covers everything from colour contrast ratios and font choices to page structure, plain language, and how the site behaves with a screen reader. For MOAK, accessibility shaped every design decision from the outset.
It starts with understanding the specific ways different conditions including autism, ADHD, dyslexia, and sensory processing differences affect how people experience digital environments. For MOAK that meant avoiding overly saturated colours, minimising visual clutter, creating clear and predictable navigation, and steering away from design patterns that create cognitive overload or confusion.
We build user involvement directly into the project through workshops, focus groups, and feedback sessions at key stages rather than as a one-off sign-off at the end. For MOAK, insights from NHS staff, patients, families, and carers shaped the site architecture and content priorities before any design work was finalised. That process ensures the finished product reflects real needs rather than assumptions about them.