Gingerbread Mobile Site

All of our sites work on mobile devices, but in 2011 we introduced a framework for building dedicated mobile websites that run alongside traditional 'desktop' sites. The platform delivers bespoke layout templates, navigation and information architecture for smart phones and other mobile devices, while often using the same content as the main site.

The first site built site built on this platform was London Fashion Week mobile for the British Fashion Council (released February 2011). We extended the platform in October 2011 with a ground-breaking project for Gingerbread - a dedicated mobile channel with forums, chat rooms and interactive fact sheet advice for the single parent community.

Gingerbread wanted a mobile site to give Britain's 1.9 million single parent families access to practical advice, support and information direct from their phone. While more than half of single parents work, their families still face increased levels of hardship. For many, a home computer isn't affordable, but a smartphone is.

It's not just information that single parents are hunting for through their phones - it's friendship too. The Gingerbread mobile site allows single parents to interact with other mums and dads like them in our online forums, helping to fight some of the social isolation that they tell us is the worst part of single parenthood.

For Gingerbread, launching a mobile site wasn't a gimmick to show how hip they were and it wasn't done on a whim. It was a strategic move to help them reach more single parent families who need their advice and support. Single parents use smartphones - so Gingerbread uses smartphone-friendly technology. Simple.