## Why digital accessibility is crucial for brands and how Rhapsody can help to enhance a site’s web accessibility

**Can anyone – regardless of their age and possible disability – easily read the information or make a purchase on your company website? When you designed the site, did you think about using a readable font and colour contrast? Does the site’s design allow users to navigate it without the overall experience being impacted by their network bandwidth or a disability? If you want a wide variety of users to connect with your brand, you need to think about making your platforms accessible. In this article, we explore how to go about web accessibility and which aspects to pay particular attention to.**

In a world where information and products are just a click away, brands need to make web accessibility the norm in order to reach as many people as possible. A well-designed and attractive digital platform increases a company’s credibility, helps create brand awareness, generates more leads and increases sales. It is a must for any brand that wishes to grow.

But what does a “well-designed website” really mean? Simply put, it is a website that is user-friendly and that provides easy access to information while being adapted to the character, skills and goals of a user. This means that, when designing a site, we need to think about different kinds of internet users.

## What is web accessibility and why do leading brands care about making their websites accessible? 
Web accessibility means that people with physical or mental disabilities, limited technological capabilities or who are from different cultural backgrounds can use websites and digital tools to their full extent. In other words, anyone with access to the internet needs to be able to understand, navigate and interact with the website or application and also benefit from the information and functionalities of the platform.

Websites are the digital face of many businesses and organisations, providing essential information and useful tools for their users. It is therefore vital that brands take web accessibility into consideration so that all users may experience the full potential of a website and other digital tools.

According to the European Accessibility Act, a law which will take effect on 28 June 2025, the user’s age, physical limitations or technological knowledge cannot be factors which exclude them from using a service. From this date onwards, many companies in the EU will have to ensure that any newly marketed products and services from the list below are fully accessible.

Products
* Computers and operating systems
* Smartphones and other communication devices
* TV equipment related to digital television services
* ATMs and payment terminals (e.g. card payment machines in supermarkets)
* E-readers
* Ticketing and check-in machines
Services
* Phone services
* Banking services
* E-commerce
* Websites, mobile services, electronic tickets and all sources of information for air, bus, rail and waterborne transport services
* E-books
* Access to audio-visual media services (AVMS)
* Calls to the European emergency number 112

** Millions of people around the world need full access to digital platforms
Even though accessibility has been widely discussed, many websites and e-commerce platforms are still failing to comply with accessibility standards. This can result in complaints or other negative consequences for the brand or publisher.

It’s important to bear in mind that digital exclusion does not only affect people with physical disabilities but also those with situational disabilities and socio-economic restrictions (which might impact their bandwidth and internet speed, for example). When developing websites, we need to be mindful of this fact and design digital platforms that work equally effectively for all users.

![Accessibility in Web Design_Images.png](https://rhapsody.ams3.digitaloceanspaces.com/21908210f3ba61ddd734cbd3a9af3622.png)

More and more people are using the internet in their later years and the proportion of older internet users will continue to grow as today’s users age. Giving these users the option to select larger fonts, boost the contrast or simplify navigation is crucial to ensure they enjoy the content to its fullest.

The number of people with disabilities is also expected to increase significantly in the coming decades, which will invariably result in more guidelines, regulations and enforcements relating to website accessibility. When weighing up whether to invest in web accessibility or not, it is worth considering these figures:

- 15% of the world’s population, i.e. about a billion people, have a disability certificate (source: WHO). 
- Around 87 million people in the European Union are affected by disability (source: European Commission).
- In the USA, 59.6% of the population with a disability status live in a household with internet access (source: statista.com).
- In 2016, almost 1/5 of the EU population (19,2%) was over 65 years old – and this number is still growing (source: Eurostat).

## Read about the best practices and the methods
Rhapsody is adopting to ensure digital accessibility for customers in the second part of the article. Do you need to assess the accessibility of your website or app? Contact our digital team and schedule a free accessibility audit.

![Accessibility in Web Design_ Images.png](https://rhapsody.ams3.digitaloceanspaces.com/52fc76ce0f8274e096402bd21f2b2773.png)

## Learn about the essential components of web accessibility and the most common mistakes
Ensuring that your website is fully accessible can be hugely beneficial to your brand. Benefits include the following:

- It means brands meet national, regional and international legal requirements.
- It can strengthen a brand’s image as a company that is genuinely committed to corporate social responsibility (CSR).
- It can help position a company as a pacesetter with a vast market reach.
- It allows brands to be well-prepared for success in today’s and tomorrow’s world.

## Where should you begin if you want to create digital products and platforms that are accessible to every internet user?
The Web Content Accessibility Guidelines (WCAG) are a good place to start. This act lays out a set of standards for testing accessibility and explains the main principles, which are known as POUR:
- Perceivable – the information on a webpage and the interface elements must be presented in such a way that the user can perceive them with their senses. Everything should be visible and detectable.
- Operable – interactive interface elements such as controls, buttons and other navigation components should be operable.
- Understandable – the technology and the way content is presented should be consistent with design and usage patterns.
- Robust – the site should provide a seamless experience throughout, regardless of the technology used to access it (including assistive devices).
WCAG discusses in detail the types of disabilities that web accessibility should address, including but not limited to:

- visual impairments,
- mobility difficulties,
- hearing impairments,
- photosensitive epilepsy,
- cognitive and intellectual disabilities.

## Assessing digital accessibility requires knowledge and the appropriate tools
According to the WCAG, the most common mistakes that make a site less accessible are:

- low contrast elements,
- missing alternative text,
- empty links,
- missing form labels,
- empty buttons,
- missing document language.

However, these are just some of the issues that can make a site less accessible to people with disabilities and limitations. Therefore, a thorough accessibility assessment requires knowledge, relevant digital tools and time. 

## Check out our tips for optimising the accessibility of your website
You will find detailed instructions on how to adapt websites for disabled users in the WCAG guide. Below we have listed the six elements that we think are the most important. These elements are, among others, part of Rhapsody’s Accessibility Checklist Template.

1. Colour and contrast are important for page readability
Having good contrast levels is an accessibility prerequisite: this ensures that everybody can read the content easily. The higher the contrast, the easier it is to distinguish the objects, images or text in the foreground from those in the background. The proper use of colours can also help and it is preferable to use contrasting colours that are at opposite ends of the saturation scale, e.g. black text on a white background, or yellow letters on a black background.

2. Each element on a page can have a significant impact on accessibility
To meet accessibility standards, it’s important to pay attention to nuances such as line height and letter spacing. The line height should be at least 1.5 times the font size and the letter spacing should be at least 0.12 times the font size. Avoid including text (other than a logo) in images. Check if the text is still readable when enlarged, e.g. to 200%.

3. Disability-friendly hyperlinks
Use concise, descriptive link text rather than using a URL so that users can scan the text to then quickly determine whether they want to click on the link in question. 

4. Pop-ups limit access for people with vision impairment
Popular pop-ups, such as a survey window, can disorient low-vision users. New windows distract users from what they are currently reading or doing.

5. Short and descriptive: alternative text is an essential component of an image
Remember to add alternative text (alt text) to images and aria labels to buttons, charts, hotspots, clickable navigation, graphs, illustrations and other important visual elements. Alternative text is useful to people with visual impairments: screen readers and other assistive technologies read the alt text aloud as a means to summarise the visual information seen in an image.

6. An intuitive navigation system allows users to navigate the site with efficiency
When designing navigation, consider how users interact with a site’s structure including its hierarchical menus, search fields and site maps. 

## Accessibility testing – reach customers with disabilities, starting with a free audit 
If you’re unsure whether your website is accessible to customers with different types of disabilities, we’re here to help. Take advantage of our free audit and start changing your online platform now.

Using our Accessibility Checklist Template, we will analyse your website and provide you with a report of your accessibility results. In this way, we help brands like yours identify the barriers that may be limiting their reach.

The website accessibility audit report is the first step in improving accessibility. This crucial foundation will enable you to then adapt the content and technology of your website, so that it is accessible to all users.

_Get in touch with our experts and make your brand more accessible._

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Head of Digital Operations

Kern Jones

Accessibility in web design

**They are open to innovative solutions, creative and eager to transform the world. Entrepreneurial and straightforward, they seek challenges at work. Technology and the Internet accompany them in almost every aspect of their lives, and digital media are their natural environment.**

Generation Z, as they are referred to, today represents a significant percentage of those entering the logistic sector and embarking on their careers. How do we recruit the creme de la creme of all talents from that group, in sectors such as tech, IT, logistics and production? The campaign we developed for Amazon is a case in point when it comes to such practices.

### Recruitment of young talent starts with understanding their needs and expectations
Big corporate brands are confronted with quite a challenge today. Young people crave more than a good salary and social security. They want work that is meaningful, gives them the opportunity for building new competencies and personal growth while allowing them to implement their own ideas. A creative, imaginative environment that is open to change and understands the needs of ‘generation Z’ is what draws employees to today’s brands. And this is the kind of environment brands need to create if they are determined to continuously recruit young people.

Yet, changes within an organisation must be followed by specific promotional activities that build brand awareness on the outside, attract new employees and show the positive image of the business in question. Actively recruiting young talent and constantly pursuing an engaging employer branding policy is an imperative these days. In such a dynamic business environment, where the employee increasingly determines the terms and conditions and crises shake the market one after the other, brands need to constantly take care of the inflow of new employees. Especially if they operate in an international environment and as a result, young people often perceive them in a stereotypical way.

A well-thought-out, creative advertising concept that speaks the language of the young on the one hand and shows the brand in a new but not oversaturated light on the other is a good jumping-off point to start a dialogue with a potential employee. With an engaging employer branding campaign, a brand can significantly reduce employee turnover, attract specialists from new areas and show that it is a place where a young person’s talent will fully blossom.

### Employer branding campaign based on the Amazon case study
How to increase employee retention and improve brand’s image
Brands operating within the fields of manufacturing, logistics, retail and IT are often viewed by young people in a certain stereotypical, fixed way. Working in such places seems to them repetitive, automatic and lacking the option to create one’s own future. However, this may not be what young people imagine. The industries referred to above are a dynamic and changing environment, in which you need to take numerous creative initiatives and strategic decisions, have highly developed interpersonal skills and be focused on continuous growth (especially if you are just starting your career or applying for a position related to human resources management).

## So how do you approach the promotion of such brands to avoid stereotypical thinking and offer a fresh, inclusive message? 

It’s worth starting from scratch – that is, by getting to know the brand, its internal culture and the very position for which the recruitment is being held. Only then are we able to offer a message that will draw attention to the most compelling aspects of the job and reframe the stereotypical perception of the brand.

In the case of the campaign run for Amazon, the Rhapsody team spent multiple hours on trying to understand the real needs and expectations of the target audience and to grasp the true nature of the work being promoted. In developing an engaging creative concept that presented the brand in a fresh light, we were supported primarily by: 
- an analysis of the brand’s previous promotional activities;
- in-depth interviews with the client;
- market research of the brand’s business environment;
- interviews with Amazon employees;
- strategy workshops on the target group.

![ISNh9k94.png](https://rhapsody.ams3.digitaloceanspaces.com/35449c72221bcafeb6c5535ab1497b9b.png)

## Expand your talent pool and bring new audience thanks to new visual language
In the course of their work, the Rhapsody team reached two conclusions. 
- Firstly, the brand should communicate in a more aspirational, engaging way – showcasing the dynamic nature of the workplace and the full range of opportunities that a career with Amazon offers.
- Secondly, it needed a new language for communication – both visual and verbal – that would speak to young people in a more straightforward and digestible way.

## The main challenge ahead of the creative team was to balance the messages
For one thing, they could not duplicate previous communication; they had to be more distinctive and engaging.  For another, they could not stray too far from the brand’s DNA. Amazon had to remain Amazon. 

The first concept presented was based on photographs of potential employees depicted in a style resembling space missions or S-F films. The futuristically lit characters were accompanied by aspirational and encouraging copywriting. The overall message was close to trendy brands at the cusp of fashion, film and new technology. The message was intended to convince the viewer of the brand’s strength, opportunities for growth and the unconventional challenges they will face whilst working at Amazon.

The second concept presented also reached beyond the traditional understanding of the brand, but with communication objectives achieved in an entirely different way. The main carrier of the concept was a vivid, strongly futuristic illustration showing employees in the course of their daily duties. Supporting the concept with an intriguing copy referring to the employee’s future career and a universal message were decisive factors in choosing this concept and translating it into individual advertising media – banners, social media posts, posters and recruitment flyers.

## Save time and reduce costs with a universal and inspiring concept
Since the campaign needed to encompass four separate roles – interns, pathways, graduates and apprenticeships – we based it around various relatable scenarios that gave a clear idea of the roles available to candidates. A set of illustrations styled as The Wired magazine or a futuristic animated series, suggested by artist Dan Matutina, did a brilliant job. 

- The illustrations were attention-grabbing and revamped the brand’s image.
- They made it clear that Amazon understands young people, shares their way of viewing the world, and is a cutting edge and trend-setting company.
- With their engaging nature, they simultaneously introduced cost savings and maximised its reach – a photo shoot would have been more costly and time-consuming for the client.
- They proved so versatile that they could easily be converted into a variety of advertising formats (including animation) and easily presented in a range of languages. 

[Read the interview with the illustrator behind the Amazon artwork here](/blog/the-power-of-creative-illustration).

![bjLpUhvI.png](https://rhapsody.ams3.digitaloceanspaces.com/3ef1654f773fccfeeee1a0b42c6c139c.png)

Ultimately, the messages were translated into 9 different languages and the campaign targeted young people in Germany, Spain, UK, France, Italy, Luxembourg and CEE countries. 

## A successful employer branding campaign needs both: engaging content and sincere communication

Every recruitment campaign differs and is governed by its own rules. Despite the numerous similarities between brands involved in manufacturing, logistics or operating in the retail sector, it would be a misconception to bring all employer branding activities in this area to one single denominator (see the paragraph above where we write about a thorough understanding of brand culture). 

Irrespective of the brand’s specificity and the challenges of the recruitment sector, one thing is common: the young audience. It is their attention that the recruiter is seeking. They must be convinced and attracted to the company. While each time they expect an engaging and compelling message that will show them what they will be up against whilst working there, we must bear one thing in mind. Sincerity and directness of the message is something that young people across all latitudes cherish. Every brand should be mindful of this when trying to empathise with the language young people communicate with. 

**Do you want to know how you can improve the recruitment process? Download our ebook**

![474236284-employer-branding_banner.jpg](https://rhapsody.ams3.digitaloceanspaces.com/7050ed16166182c18e7a61709064a295.jpg)

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Senior Project Manager

Ricardo Neves

Employer Branding – creative ideas to generate a more diverse talent pool

## Meet the artist behind the Amazon campaign artwork – interviewing designer and illustrator Dan Matutina

**How did you get into creative illustration?**
_Dan Matutina:_ I always enjoyed drawing when I was a kid. I would draw cartoon and comic book characters in my books and notebooks. So the interest has always been there.

**How can illustration benefit the brands a creative agency works with?**
_Dan Matutina:_ Different illustration styles can add a different dimension to any campaign or brand. Illustrations also evoke a different response from the audience. 

![The power of creative illustration_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/88408f3ddd05e830804bafcc4938a474.png)

**Working with Rhapsody, you recently created visuals for an Amazon campaign to attract new talent to its Operations teams across several markets. What appealed to you about this project?**
_Dan Matutina:_ The project interested me because there were challenging concepts that needed to be communicated in the campaign. It was fun to find a solution for these challenges.

**What did you find most challenging about the Amazon project?**
_Dan Matutina:_ The seamless integration of people and the imagery and iconography that reflected their jobs/tasks.

**What’s the best part about being an illustrator?**
_Dan Matutina:_ Being able to work with different brands and agencies while using your own illustration style. 

**As an illustrator, do you like to take part in the initial design process for a campaign?**
_Dan Matutina:_ Yes. It’s always nice to see the background of any creative work. It can be helpful when I conceptualise the illustration needed for the project.

![The power of creative illustration_ Image-2.png](https://rhapsody.ams3.digitaloceanspaces.com/2ed8a3c37f949c1535ff2ba14d01ae36.png)

**How would you define your distinctive visual style?** 
_Dan Matutina:_ Angular, graphic shapes layered with textures.

**What inspires you with your work?**
_Dan Matutina:_ There’s always an opportunity to find ideas in everyday life: from the coffee shop where I buy my morning coffee, from the buildings and structures near where I live, from conversations with other friends and colleagues, from food, films, books and video games. You can find inspiration everywhere: I try to capture and incorporate this inspiration when I do illustration work.

**How can illustration help innovative businesses?**
_Dan Matutina:_ By telling their stories in a more creative way. The good thing about illustration is the fact that it can communicate complicated concepts effectively.

**What advice would you give for someone wanting to become an illustrator?**
_Dan Matutina:_ If you’re a young illustrator it’s best to expose yourself to different styles and techniques. By doing this, you’ll be able to pick up things you like from these different styles and apply it to your own. 

![The power of creative illustration_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/826ec7d981ea2e2d107ce8037fa06c3c.png)

## A few words from Jamie Rankin, Group Creative Director at Rhapsody

**How can creative illustration be used in a modern, creative digital agency?**
_Jamie Rankin:_ As an agency, illustration gives you the opportunity to rip up the rulebook, dismiss what we know in the real world and approach a brief with a ‘what if…’ attitude. No restriction, no obstacles just harnessing your imagination and selecting a hot artist that suits your client’s needs.

**Can illustration become a key visual for the entire campaign?**
_Jamie Rankin:_ Absolutely, it becomes part of the visual language for any campaign. For a brand, it has the power to raise awareness, fuels recognition and instils familiarity.

**How can creative illustration be used in other types of contemporary media production?**
_Jamie Rankin:_ As an aesthetic element, it can be used anywhere – it is not shackled to any one channel. Any consumer touchpoint can be adorned with a piece of recognisable artwork to make that brand connection. In addition, the curation of so many talented artists and illustrators through agencies like Agent Pekka, makes illustration a much more accessible and attainable asset to use in your marketing comms.

**Would you like to know more about our services and illustration?**
_Schedule a meeting to find out how to fuel your growth._

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Senior Designer

Karolina Żak

The power of creative illustration

## Why we do, what we do

# 

At Rhapsody, our "Why" stems from our unwavering belief in creating work that makes a difference. We are driven by the desire to connect people and brands in meaningful ways, crafting experiences that leave a lasting impression. 

Our innovative approach is rooted in humility, as we embrace the opportunity to learn, grow, and evolve continuously. Guided by a relentless pursuit of improvement, we are never satisfied with the status quo, always striving to push boundaries and redefine excellence in all that we do.

As a global company with diverse clientele, we appreciate the uniqueness of each project we undertake. This understanding forms the basis of our tailored approach, enabling us to craft bespoke solutions that resonate with the specific needs and aspirations of our clients.

# 

[Meet Our Team](/our-team) 

[Our Story](/our-story) 

[Showreel](/showreel)

# 

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Revitalising existing digital experiences and creating fresh new ones for this business software and solutions company, following its major rebrand.

Concept, production and delivery of a 360° global campaign for SaaS giant Semrush

Working with Amazon on campaigns for the multinational tech company’s Operations division.

Developing an engaging, easy-to-use webpage for the Burger King for Good’ sustainability campaign.

Supporting the well-known retail group with print and digital creative and strategy across their five popular consumer brands.

Rhapsody supported MOKE International to create a cohesive multi-channel design system and support the global launch of the Electric MOKE.

Our Work

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We use creativity to craft meaningful connections between people and brands by utilising our key stems...


