It’s been a pleasure to work with Rainbow on the proposition, website copy, design and build of its new website, supporting the marketing of the Rainbow app.

Rainbow aims to bring together people exploring surrogacy, donation and co-parenting – enabling them to explore potential routes to starting a family. With this being a personal and often complex subject, it is important that the website communicates the purpose of the app in a way that is empathetic, approachable and clear.

Our work focused on establishing a proposition and website messaging that reflects the different circumstances and perspectives of potential users – recognising that no two journeys to parenting are the same. The website design and structure ensures the app’s key features and benefits are communicated clearly, avoiding visual overwhelm whilst encouraging app registration.

Key considerations included:

• Benefit-led messaging, explaining the purpose of the app and who it is intended for
• An empathetic and approachable tone of voice, recognising the different circumstances and perspectives of intended parents, surrogates, donors and co-parents
• Clear content and navigation, helping visitors understand Rainbow and find the information most relevant to them
• A welcoming visual theme, building on the existing brand logo and colour palette to create a credible and trustworthy experience for prospective users
• A website designed to support marketing activity, providing a clear introduction to Rainbow, the app’s features and encouraging registration.

The aim throughout was to communicate what Rainbow offers without making assumptions about the journeys people may take. The website introduces the app and its purpose while recognising that everyone’s circumstances and decisions are different.

By bringing proposition development, copywriting and design together, we’ve created a consistent foundation for Rainbow’s online presence, supporting the launch of the app in winter 2026 and its future growth plans.

We’re looking forward to seeing Rainbow develop as the app helps people explore the possibilities of connection on their journey to starting a family.

https://www.rainbowsurrogacy.org/