The problem
The website was intended for all parents who were confronted with common parenting challenges. It was meant to help parents handle parenting with personal and professional advice from a person who has raised four of their children, has a background in child development and has worked in a youth care institution for 15+ years. Now we had to create a brand that would speak to the parents in a friendly, but professional manner.
My role
I was hired as a sole brand, website and marketing designer.
The goals
The goals of the company were as follows:
- Portray themselves as an approachable expert in the field of raising children who parents would trust with advice.
- Provide practical advice to parents for general, day-to-day challenges in parenting.
- Offer email and online video sessions for more personal support.
The challenges
Parents tend to be very protective over their parenting methods so finding the right tone of voice that resonates was quite a challenge.
The result
Branding
We went through various logo sketches but ultimately landed on the one that resembles a news logo with the choice of font, but is softened down by the colourful circles on the letters "ily" in "family" representing family members' heads.
The colour palette we chose was a playful one to mirror the owner's personality and approach.
Online presence
The goal of the website was to facilitate the brand we created but also for the owner to take it over at some point and maintain their content. For that reason, we chose a Squarespace template that I customized with HTML and CSS to fit our goals.
Another important asset for the company was their social media strategy. I created branded images which we used for the launch, promotions, quotes and announcing new content.
