Immediate Media

Delivering a sustainable web design masterclass

A hand drawn laptop (dark green lines) with a leaf on the screen, against a light blue circle with a dark blue background. There is a yellow curved line underneath the laptop, adding a splash of colour to this image

Project overview

Like many large organisations, Immediate Media Company, a British multinational publishing house, has their own internal teams of designers and developers to manage their portfolio of websites. That’s why we designed and delivered a bespoke Sustainable Web Design Masterclass for them.

This two hour intense course was designed to help their teams learn the key principles of sustainable web design and how they can collaborate to support the company’s sustainability goals.

We also taught specific, actionable techniques to make significant reductions in energy consumption and carbon footprint across all of their websites. 



  • Designing a bespoke Sustainable Web Design Masterclass
  • Interactive workshop with client teams

Led by our Tech Lead, Tommy, we began with a presentation that introduces the concept of digital carbon emissions and sustainable web design. We then presented our findings from our recent design and development review of some of the most polluting and most frequently visited pages on one of their websites, the BBC’s Good Food site.

Finally, we delivered our Sustainable Web Design Masterclass, an intense, interactive crash course of the key knowledge and expertise from our designers and developers, adapted to make it more relevant and actionable for each client’s needs.

This Masterclass includes and explains all the actions that can be taken in the backend, frontend and beyond, to drastically reduce website carbon emissions. 

This image shows a slide with white and yellow text on a dark blue background, detailing figures that show the difference in sustainability of (a high polluting site with an F rating on website carbon) and (a sustainable sites with an A rating on website carbon)

To make the learning process more engaging, we use demo websites, which we’ve called ‘Yuck’ and ‘Yum’ to go through the various stages of reducing the carbon impact of a website using ‘real’ examples.

Interested in greening your own website? 

We love helping organisations review their websites and decrease their digital carbon footprint. 

Sustainable web design can be straightforward. As long as you know what (and how!) to measure your emissions, all it requires is close attention to detail, and support to identify zero waste solutions. Our team is continuously coming up with new solutions and carbon reduction methods, which we’re excited to share with you, to support your digital sustainability efforts. 

If you would like support with making your website more sustainable  do get in touch to arrange a call with our Digital Sustainability team.

Wholegrain’s interactive workshop on sustainable web development, integrating real-world case studies and hands-on exercises, was perfect for engaging our product and tech teams. They left equipped with practical tools and frameworks for immediate implementation. The actionable insights are already making a positive impact, leading to more efficient and environmentally friendly digital solutions.

Michelle Whitehead

Michelle Whithead