Making AI accessible
See how we developed a brand and website for Breakthrough Social Enterprise
Telling the story of accessible AI
Breakthrough AI is on a mission to make ethical, practical AI skills available to everyone; not just coders, corporates, or the already‑connected. They run self‑paced courses, accelerators, and services that help people build real‑world, values‑driven AI capability.
As the available-to-everyone side of the wider Breakthrough social enterprise grew, the team needed a website that did more than “look good”. It had to sell courses, tell a story about responsible AI, and sit clearly alongside (but not inside) their core brand.
That’s where we came in.
Breakthrough's exciting brief
Early conversations with the team at Breakthrough indicated they needed a website and brand that would meet the following requirements.
Breakthrough AI sub-brand
Breakthrough already has an established identity as a social enterprise. We were tasked with creating a distinct – yet related – sub-brand identity.
Conversion-focused website
We developed a website to promote Breakthrough’s courses and accelerator programmes, as well as capture newsletter subscribers.
Easy to use CMS
The team had struggled with a painful CMS in the past, making website management a headache. Our job was to build an intuitive, simple system.
Could not recommend All Things Equal enough. Incredibly knowledgeable, take their time to understand your vision, the project's goals, and what you hope to achieve. Such a smooth and enjoyable process working with them in creating our website and bringing our vision to life.
A robust brand and website solution
The Breakthrough AI website was built taking an audience-first approach. This means that we developed specific personas for who would be using the website. Armed with this data, we produced content and page layouts to meet their needs and expectations.
This enabled us to generate an 8% conversion rate from visit to course platform click, which is comfortably above the 1.5% target set by Breakthrough at the start of the project.
Information architecture
We developed a sitemap with multiple ways to access individual and grouped content. This approach supported engagement on the site, and conversion from visitor to subscriber.
Third-party integrations
Being a technology company, Breakthrough uses multiple systems to manage engagement with their users. We integrated into Airtable and Kajabi, making the website a foundational platform for growth.
Sub-brand design
We created a distinct sub-brand architecture for Breakthrough AI that could stand alone, whilst still feeling connected to the parent company, Breakthrough Social Enterprise.
Bespoke design system
We designed the site around a modern, scalable system that can flex as Breakthrough AI’s product mix, audiences, and content grow without needing a redesign every six months.
A breakthrough in results
We’re very proud to have produced a website and brand that more than met Breakthrough’s objectives.
8% conversion rate
Breakthrough set a goal of 1.5% conversion from visit to course landing page. We exceeded this by 6.5%, providing a huge 8% conversion rate. This puts Breakthrough in a strong position for growth.
A complementary sub-brand
The Breakthrough AI logo, colour scheme and visuals all speak to the nature of Breakthrough as a people-first technology company. The brand has been very well received by the target audience.
Flexible, powerful CMS
Our custom WordPress back-end was built with editorial ease in mind, ensuring the website can be updated easily by the team, whilst retaining consistency in layout and brand.
Is your organisation ready for growth?
Our high-end, bespoke websites start at £15,000
We develop goal-focused websites that perform. If your organisation needs a website that will set you on the path for growth, get in touch.