Westway Trust
Supporting the diverse, talented and vibrant communities of North Kensington
The Project
Westway Trust is a community-led organisation that manages the 23 acres of space beneath the Westway flyover in North Kensington, London. Established in the 1970s, Westway Trust has long been a presence in the local area, supporting grassroots groups, delivering cultural and educational programming, and managing an exciting portfolio of community assets. Oxygen worked with the Westway Trust team early in 2025 on a refresh of their visual brand, various pieces of collateral and the design and build of a low-carbon, user friendly website.
What we did
- Visual Identity
- Brand Guidelines
- Website Design & Development
- UI/UX
reduction in CO2
rating for carbon emissions
performance score
What we did
One of the core challenges was to bring together a fragmented visual identity, that struggled to reflect the vibrancy and diversity of the communities Westway Trust represent. While the previous logo uses the path of the road, we chose instead to focus on the architecture of the road itself, taking cues from the sharp, angled lines of the brutalist structure that are every present within North Kensington. Paired with a typeface inspired by street art and colours paying homage to the vibrancy and strong sense of identity among the diverse range of communities in North Kensington, the new identity helps to represent the vibrancy and dynamism of Westway Trust’s work and estate.
To support flexibility and consistency, we also developed templates for core collateral, reports, presentations, digital assets, and introduced visual tools like iconography to help express key outcomes for the Westway Trust’s work. Once the brand identity was finalised, we created a full brand guidelines and applied this to all of the organisation’s signage.
A website for the whole community
We completely rebuilt Westway Trust’s website with a focus on clarity, accessibility, and community engagement. The previous site had a fragmented structure and inconsistent use of branding, which made navigation difficult and left users struggling to find essential information. To address this, we streamlined the information architecture, reorganising key content into clearly defined sections, making it much easier for users to apply for grants, book space, or find courses and jobs. Accessibility was a priority throughout the process, reflecting the diversity of the local communities and ensuring the site could be used by everyone, regardless of ability or background.
On the backend, we introduced a user-friendly layout builder that empowers the Westway Trust team to update and manage content with ease. Dedicated sections for grants, jobs, and courses were created, allowing for intuitive navigation and a seamless user journey. Visually, we brought the brand to life by applying their colour palette and distinctive angled lines, creating a cohesive, modern look that strengthens identity across the site. The build also prioritised sustainability with a low-carbon approach, ensuring the website runs efficiently while reducing its environmental impact. We reduced carbon emissions from 1.14g to 0.12g per page view.