Institute of Practitioners in Advertising

Celebrating creativity






The Institute of Practitioners in Advertising (IPA) represents some of the best creative agencies in the world. With their members being forward-thinking mavericks, managers and influencers that not only understand the power of digital, but also know how to use it, they needed to push their digital estate to the next level and offer world-class digital services.


The IPA were looking for support to charter their route to a future state where agencies and individual members are offered a best-in-breed experience across all channels. Therefore, their digital offering needed to be functional, effective, and use the newest practical technology and tools – reflecting the prestige of their members.

Precedent were appointed in to help shape the IPA’s future digital estate. Following a user centered approach, we combined our design expertise and a flexible CMS solution to bring a new effective, emotive and engaging web presence to life. 


We began by investigating the IPA’s existing research, analytics and technical environment. We then got underway with a series of interviews and workshops, that helped us understand the needs of relevant stakeholders. While research and engagement activities were carried out by our UX consultants, our design team developed an understanding of the creative components that supported the solution. To wrap up this phase. we summarised our findings in a report and agreed the site’s strategic direction with the IPA.

Following this, we reviewed and simplified the site’s information architecture according to the previously defined user journeys. Our creatives then developed an overall design concept, together with wireframes illustrating layout, structure and simple functionality.



We captured the technical specification as user stories, breaking the site’s requirements down into small, testable and easy to understand technical features and functions. Our development team created a set of accessible and responsive HTML templates for IPA’s key page types, which were later integrated into Umbraco CMS. We handed over the technical requirements and front-end templates to Trillium, our trusted partner, to build the backend of the site.

The new IPA website depicts a powerful image of the industry they represent, whilst simultaneously providing high-end services, a slick, intuitive visual journey, and a great user experience for their members.


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