Association for Nutrition (AfN)

A healthy brand and digital transformation

AfN are the independent regulator for Registered Nutritionists with over 3,000 members. The charities role is to protect and benefit the public and set the standards for scientifically sound evidence-based nutrition and its use in practice.

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October 2020

We’ve loved being guided through our branding and website transformation projects by the team at Granite5, and our stakeholders are delighted with the results.

Dr Glenys Jones

Deputy Chief Executive & Communications Manager

Association for Nutrition

Brand Transformation

Our first project was to deliver a new brand to kick start their transformation journey. Pushing them on from their perceived positioning as a protective and advisory organisation, to more innovative, enabling and approachable thought-leaders.

Digital Process Transformation

The new website transformed previously manual or offline processes including membership applications, complaints procedure, CPD logs and management of member data. Data is now synchronised with AfN’s Subscriber CRM platform to provide a single point of truth which has resulted in improved data quality and reporting, better communication and a reduction in errors.

Member and public engagement

The needs of different types of user have been carefully considered. The public have quick and easy access to the search the register feature. Distinct calls to action and clear signposting make it easy for members, partners and the public to navigate the deep architecture and wealth of information.


Engagement has significantly improved in many areas (comparing August 2019 with 2020) including time on site, page views and repeat visits. Goal tracking enables us to measure the success of the new online processes which have encouraged members to self serve, saving AfN valuable time and resources.