Services employed
Web
Procure Plus / WaMT | Website
We refreshed the WaMT website into an interactive, education-led digital hub centred on the WaMT House – an approachable way to explore different trades, learn about career paths and find opportunities. We helped to move users confidently from curiosity to action through clear pathways, a friendly tone and strong female representation.
About Procure Plus
Procure Plus is a not-for-profit organisation owned and managed by the housing sector. They work to deliver value through procurement while creating positive social outcomes, including jobs, training opportunities and pathways into employment.
WaMT (Women and Trades) is an initiative created by Procure Plus to support and encourage more women to consider careers in construction and the trades. The aim is to make these career paths more visible, accessible and appealing, particularly for younger women who may not otherwise see construction as an option.
The brief and objectives
Carbon originally designed and built the WaMT website, helping to launch the initiative and establish its initial digital presence. As the initiative evolved and engagement grew, it became clear that the site needed a refresh to better reflect the ambition of the project, improve usability and create a more engaging experience for users.
Procure Plus asked Carbon to lead this next phase, building on the existing platform and developing it into a welcoming, informative digital hub. The refreshed site needed to inspire and support women at different stages of their journey, from school-age audiences through to career changers and those already working in the industry. It also needed to be structured in a way that could grow over time, with future plans for partnerships, sponsorship and expanded content.
At the heart of the brief was the WaMT House concept, a creative and visual way to explore different trades and career paths in a format that feels approachable and easy to understand.
Our creative approach
Carbon’s approach focused on collaboration, clarity, and long-term thinking. Early discovery sessions helped align the project goals, confirm priorities and refine the site’s structure and functionality. These conversations also reinforced the importance of the WaMT House as a central visual and navigational element, with strong buy-in from the Procure Plus team.
The WaMT House was developed as an interactive, isometric experience, with each room representing a different construction trade. Rather than overwhelming users with information, interacting with the rooms led users to pages that were designed to be education-led, offering clear explanations of role types, potential career paths, training routes and progression. Where relevant, job opportunities were integrated naturally into these spaces, helping users move from learning to action.
A key consideration was making the site appealing to younger audiences, particularly girls aged 15 to 16. This influenced both the visual direction and tone of voice, with a focus on clear language, strong female representation and an experience that feels encouraging rather than intimidating.
The project brought together Carbon’s brand, motion and digital teams, working closely to ensure the illustrated house, animated elements and website build worked smoothly together. Bespoke illustrations were created to ensure female representation throughout, supported by real photography supplied by Procure Plus.
Client collaboration was consistent and constructive. Liz acted as the main point of contact, providing direction, content input and feedback at each stage. Regular check-ins helped keep decisions clear, allowed the team to adapt where needed and ensured the project stayed focused on its core purpose.
Results and impact
The WaMT website refresh resulted in a polished, engaging platform that brings the initiative to life through interactive design and clear career pathways. Building in animated and interactive elements added complexity, but strong collaboration, open communication and a shared focus on the end goal ensured the project progressed smoothly and stayed on track.
Throughout the process, Carbon worked closely with Procure Plus to prioritise what would deliver the most value in this phase, whilst ensuring the site was ready to grow in future phases in line with the growth of the initiative.
The refreshed website now provides:
- An interactive WaMT House experience that brings different trades to life
- Clear, education-led pathways into a range of construction careers
- Job opportunities integrated within relevant trade areas
- A warm, supportive and accessible tone of voice, particularly suited to younger audiences
The refreshed WaMT website provides a strong foundation for the future of the initiative. Built with flexibility in mind, the platform can continue to evolve through additional content, new rooms within the WaMT House and wider digital activity that supports engagement and community growth. This approach ensures the site remains relevant, accessible and supportive as WaMT develops over time.
Services used to deliver this project