adamroe.

Concept work: The Butty.
Brand, mockup and site.

A food charity on the canal in Milton Keynes that doesn't exist, given what a real one would get from me: a brand, every page drawn first, a WordPress site, and a plugin with the screens its volunteers work from. The charity is made up. The work is real, and all of it opens below.

Open the live site See what was made

Concept·WordPress·Five page·6 pages·October 2026

The brief

A community food charity on the canal, for somebody who could use a hot meal first, and the neighbours who give and help second.

Milton Keynes, on the Grand Union Canal: a hot meal on Tuesdays, a food shelf on Thursdays, and a parcel when you need one. The site’s first job is to make asking for food feel as ordinary as giving it.

Comes first

Somebody who could use a meal

They need to know when, where, that it is for anybody, and that nobody asks why. A parcel asks a first name and nothing that could be held against them.

Then

Somebody deciding whether to give

They want to know what the money does and to give in under a minute, with Gift Aid asked once they have said yes.

Then

Somebody with a free Tuesday

They want to know what each role involves, what is needed this month, and a sign-up that does not read like a job application.

Before and after: From a fresh install
to a charity's six pages.

On the left, WordPress as the host sets it up, with the charity's name typed in: recreated for this page, because nobody kept a screenshot of the day. On the right, the site that went on that address. Drag the line to compare.

The Butty home page: the headline A hot meal on Tuesday, for anybody, a photograph of a shared meal, and this week's three sessions

A fresh WordPress install: the default theme with one post, Hello world, under the name The Butty

What was made: Five things,
every one of them real.

Click the card in front to open it: the site in a new tab, the rest right here, every page. The review space stays empty for a concept, because there is nobody to ask.

pgnccnmt4o.onrocket.site

01 Website Open the site

02 Branding Read the guidelines

03 Mockup See every page

pgnccnmt4o.onrocket.site/wp-admin › Appearance › Themes

04 Theme See the cover

pgnccnmt4o.onrocket.site/wp-admin › Volunteers

05 Plugin Try the giving form

pgnccnmt4o.onrocket.site

01 Website Open the site

02 Branding Read the guidelines

03 Mockup See every page

pgnccnmt4o.onrocket.site/wp-admin › Appearance › Themes

04 Theme See the cover

pgnccnmt4o.onrocket.site/wp-admin › Volunteers

05 Plugin Try the giving form

The Butty

Concept Food charity, Milton KeynesOctober 2026

01 / 05WordPress, help first

Website

Built as a WordPress block theme from the mockup, with the forms and the screens behind them as a plugin of its own. Get food comes first in every menu and on every page, as big as Give, because the people who need help come first.

Every page says where real help is before anything about The Butty, because a concept must never be mistaken for a real food charity. It is hidden from Google on purpose.

6pages, live
3forms that really save
0addresses asked for a parcel

Open the site

Built as WordPress, Five page, £1,600

02 / 05Brand guidelines

Branding

On the canals a butty is the boat with no engine, towed alongside a working boat, carrying the load. It is also a sandwich, and in parts of the country a friend. The mark is all of it at once: two slices of bread shaped like narrowboat hulls, with a chimney on top.

The colours are a working boat’s: canal green, brass and a painted rose. Alfa Slab One, a fat slab like a painted fascia board, won from twelve headline faces, set beside Atkinson Hyperlegible Next for every word that has to be read.

12pages of guidelines
6logo directions drawn
12headline faces tried

Read the guidelines

Branding is quoted after a short call

03 / 05Website mockup

Mockup

Every page drawn before any of it was built, at desktop and phone width, in WordPress’s own block markup, and the four screens the volunteers work from drawn too.

Written in the order people need it: somebody who could use a hot meal first, then the people with a fiver or a free Tuesday.

6pages drawn
4screens behind them
2widths, desktop and phone

See every page

04 / 05A custom WordPress theme

Theme

Not a bought theme with a name typed into it: a block theme written for the charity, with its own name, version and cover in WordPress, so it is plainly theirs.

Pages open in the editor inside the theme, header and footer included, so changing a price or a line looks just like the page a visitor sees. No page builder sits in between, and there is no licence to renew.

6templates, one per kind of page
3parts, each edited once for every page
0page builders, and nothing to renew

See the cover

05 / 05A custom WordPress plugin

Plugin

The three forms and the four screens behind them are a plugin written for the charity: food requests with a packing list, volunteers from sign-up to the rota, and donors with the Gift Aid to claim, all in the charity’s own colours.

Each volunteer sees only what their job needs: a packer sees parcels, the treasurer sees gifts. Every check runs on the server, nobody who fills in a form is contacted, and everything is deleted 30 days on.

4screens, in the charity’s colours
3roles, each seeing its own
30days, then deleted

Try the giving form

Review

In the client's words

Nothing here yet, and for this one there never will be. The Butty is a concept, so there is no client to ask.

Client work gets its review in this space: their words, their name and their business, with a link to the site so you can check.

The charity's plugin: One plugin,
three areas.

Food requests, volunteers and donors, each a screen in WordPress in the charity's own colours, written for it and installed like any other plugin. The entries shown are made up.

The parcel form: a first name, who it is for, what to leave out, what they can cook with, and a collection day — What somebody asking for food sees

A parcel, in two minutes

A first name, who it is for, what to leave out, what they can cook with, and a day. No address, no phone, no reason and no proof, and where real help is said first.

The Food requests screen: each parcel with what to leave out, and the packing list added up beside them — What the packers see

Food requests, in WordPress

Each collection day’s parcels, and the packing list added up beside them: how many halal, how many with only a kettle. It prints on its own, and each parcel is marked packed, then collected.

The This week screen: parcels for Tuesday, places short, new volunteers, gifts this month, and the shelf needs — What everybody on the rota sees

This week

The week at a glance: parcels to pack, places short on the rota, volunteers to ring. Tick what the shelf is short of and the Give page changes as soon as it is saved.

The Donors screen: every gift this month, the Gift Aid to claim, and a button to download the schedule — What the treasurer sees

Donors, and the Gift Aid

Every gift, the Gift Aid to claim added up, and the month’s declared gifts downloaded in the columns of HMRC’s Gift Aid schedule. No card details are ever here.

Asks nothing it does not need

A parcel holds a first name and what to pack. Nothing a hungry person types can be used against them.

Each role, its own screen

Packer, Volunteer lead and Treasurer: least access that works, checked on every page and every button.

Gift Aid, ready for HMRC

The sum worked out as somebody gives, and the schedule as a CSV in HMRC’s columns, written safe for a spreadsheet.

Gone after 30 days

Every parcel, sign-up and gift, deleted by the plugin every night. Export and erase work by email too.

Try the giving form

The services: The same work,
for a business that exists.

Three services went into this one. Each has its own page with its price on it, or how it is priced, so this is what it would be for you.

Branding

A mark chosen from six directions, and its lockups
A palette with every pair measured for contrast
A headline face from twelve, drawings and icons
12 pages of guidelines, as a web page and a PDF

Quoted after a short call See branding WordPress website

Every page drawn first, at desktop and phone width
Built as a block theme from the same file
A custom plugin, with four screens for the volunteers
Hidden from Google on purpose

WordPress, Five page: £1,600 See WordPress websites Hosting

On Rocket.net, the host the WordPress plan uses
Deployed from the theme’s own source
Files versioned, so a change is never served stale

£50 a month See hosting

The decisions: Why it looks
the way it does.

A concept has to look like nothing of mine, so every choice was made from the charity's own story: a canal, a boat that carries the load, and the people it is for.

Decision 1

Named after a boat

A butty is the boat towed alongside, carrying the load. Watling Larder, Linford Butty and Lockside Larder were dropped first, because real names sit too close. Checked against the Charity Commission and Companies House.

Decision 2

Help comes first

Get food is first in every menu and on every page, and as big as Give. Give keeps Brass, the one bright button, its words at 10.7:1, so giving is never hard to find either.

Decision 3

A face made for reading

Atkinson Hyperlegible Next carries every word that has to be read, at every size. The slab is kept for headings, where it can shout.

Decision 4

Safe before it is clever

A real person who needs food must never believe The Butty. Real help is named before any form, and the parcel asks no address, no phone and no reason.

Built to a checklist: Six promises,
kept on one site.

My page for charities says what their website needs. This concept had to do every one of them, so it could sit on that page as the proof. This one stays out of Google on purpose. For a real charity, being found is the other half, and it has its own page: SEO for charities.

01 Donations that complete Once or monthly, three amounts or any, and the Gift Aid sum shown as the amount is picked. On a concept no money is taken: a real site hands over to the charity’s payment provider at that step.
02 Gift Aid, asked properly The declaration in plain words, asked once the person has said yes, and a Donors screen that adds up what to claim and downloads it in the columns of HMRC’s Gift Aid schedule.
03 Volunteers, signed up Eight roles, each saying what it involves and when, Needed this month ticked from WordPress, and a short sign-up that lands under Volunteers, from new to the rota.
04 Accessible because people need it Atkinson Hyperlegible Next for reading, every colour pair measured (white on the deeper rose is 4.9:1), large targets, and every form works without JavaScript.
05 What you actually do, plainly Three sessions a week on the home page, the next one marked from the visitor’s own clock, and on Give what the money pays for, which food comes in free, and what does not.
06 Running costs kept down Five page WordPress, a block theme with no page builder, and one plugin written for it, so there is no licence to renew.

What is real: A concept,
and plain about it.

The Butty says it is a concept on every page and on every form, names where real help is before anything else, is hidden from Google, and was checked against the Charity Commission's register and Companies House on 7 October 2026 so it cannot be mistaken for any real charity.

Made up