overview
The Metropolitan Police Angling Society (MPAS) connects officers and staff through the calming practice of fishing. Their “Peace of Mind – One Cast at a Time” campaign promotes wellbeing and social connection among the 999 community. To extend its reach, the society sought a refreshed brand identity and a modern, accessible digital presence.
A complete rebrand and responsive web design for MPAS’s Peace of Mind campaign.
The society’s message of mental wellbeing wasn’t reaching wider audiences, especially those less confident with technology.
I led end-to-end design — from research to interface — to build an inclusive and intuitive platform that helps officers connect, learn, and unwind through angling.
design goal
hypothesis
Simpler navigation improves usability.
Calm design reinforces wellbeing.
Clearer messaging increases participation.
To create a cohesive visual identity and digital experience that reflect the calm, restorative nature of fishing, while promoting participation and community engagement across the 999 network.
But…
outdated branding
No cohesive visual identity or digital presence to unify the campaign.
unclear messaging
Information was scattered across channels with no central destination.
limited expertise
Run by officers without dedicated marketing or digital expertise.
technology barriers
Many potential users lacked confidence using unfamiliar digital platforms.
our challenges
was to modernise the society’s identity while keeping it approachable and human — not corporate.
understanding users
I conducted informal interviews with 15 officers who were angling at the Metropolitan Police’s private lake site to understand how fishing supports their mental health and daily wellbeing.
80%
of participants said fishing helps them “switch off after stressful shifts” and regain a sense of calm.
To better understand these different motivations and needs, I synthesised the findings into five representative personas.
01
the enthusiast angler
Who has many years of fishing experience.
“I just want clear info on lakes and events —that can’t be so hard to find.”
needs:
anglers community
lake access
event details
frustrations:
limited info
confusing membership process
02
the curious beginner
With little fishing experience but keen to try.
“I’d love to try angling, but after all where should i start?”
needs:
joining instrustions
beginner's guides
peer support
frustrations:
technical barriers
fear of not fitting in
03
the stressed frontliner
Who has exposed to trauma, seeking relaxation.
“I need somewhere calm to switch off, without feeling judged for struggling.”
needs:
mental support
relaxing space
well-being events
frustrations:
mental health stigma
time-consuming searches
04
the casual explorer
Who is only looking for a social or relaxing activity.
“Nothing about hardcore angling —I just some easy time with my friends.”
needs:
easy entry
social outings
feeling welcomed
frustrations:
serious anglers culture
unclear commitment
05
the sponsor / supporter
Interested in supporting wellbeing campaigns.
“I need to clearly see the purpose and how my support is recognised.”
needs:
campaign info
path to donate
visibility for their support
frustrations:
unprofessional presentation
where funds go?
pain point
Information was difficult to access.
The society felt difficult to approach.
The wellbeing message was overshadowed.
The campaign lacked a cohesive digital presence.
defining identity
Research highlighted the need for a calmer, more approachable experience. These insights informed a visual identity inspired by the restorative nature of angling, using soft colours, open whitespace, and approachable typography to create a cohesive experience across digital and physical touchpoints.
shaping experience
With the visual identity established, the next step was to translated the brand system into a responsive website experience. Through wireframing and iterative exploration, I organised content, refined navigation, and prioritised key user journeys to make information easier to find and access.
Rather than creating separate journeys, key participation pathways were combined into one streamlined form. This allows users to express their interests and register with just a few clicks.
Upcoming events were brought into a clear calendar view, allowing users to scan dates, access event details, and move directly into registration.
Designed across desktop, tablet, and mobile breakpoints, the experience adapts to each screen while keeping key journeys consistent across devices.
outcome & reflection
The project grew beyond a website redesign into a broader identity for MPAS, now used across its website, print materials, events and merchandise. Seeing the system continue to be adopted across the society has been one of the most rewarding outcomes of the project.
More importantly, it reinforced how design can help reposition an organisation without losing what makes it familiar. By shifting the focus from fishing expertise to wellbeing, community and accessibility, Peace of Mind gave MPAS a more approachable way to communicate what it offers and invite more officers to take part.