WHEN WE RAISE OUR CHILDREN TOGETHER, WE RAISE THE WORLD
Challenge
Rebrand and redesign The Motherhood, a passionate online community of moms that includes live chats hosted by experts.
Background
Launched officially in 2006, The Motherhood grew out of one of the first communities to harness the power of moms online. As it evolved into a top destination, it needed a brand that properly conveyed its strength and purpose, as well as user experience and technology to support its unique, rapidly growing Live Talk feature.
Our Approach
From the moment we met The Motherhood founders Emily and Cooper, we knew we had to build a brand that felt both powerful and approachable - that captured the sensibilities of these two amazing women, and mothers everywhere. Because the community is such a key part of the brand experience, we created a dynamic identity that functions as a 'status update,' displaying statements that reflect the activities and interests of moms taking part. A series of hand-drawn illustrations brings warmth and personality as a counterpart to the strength of the mark. We redesigned the entire site and worked with our technology partner Pixafy to rebuild the platform from scratch, including a complete overhaul of the Live Talk interface in order to accommodate expanding participation and big brand sponsorships. Overall The Motherhood's new look and site represents a community that is grounded, genuine, and highly influential - bringing mothers together to support each other and change the world.
Photography by Dean Van Dis, Copyright 2012
Rebrand and redesign The Motherhood, a passionate online community of moms that includes live chats hosted by experts.
Background
Launched officially in 2006, The Motherhood grew out of one of the first communities to harness the power of moms online. As it evolved into a top destination, it needed a brand that properly conveyed its strength and purpose, as well as user experience and technology to support its unique, rapidly growing Live Talk feature.
Our Approach
From the moment we met The Motherhood founders Emily and Cooper, we knew we had to build a brand that felt both powerful and approachable - that captured the sensibilities of these two amazing women, and mothers everywhere. Because the community is such a key part of the brand experience, we created a dynamic identity that functions as a 'status update,' displaying statements that reflect the activities and interests of moms taking part. A series of hand-drawn illustrations brings warmth and personality as a counterpart to the strength of the mark. We redesigned the entire site and worked with our technology partner Pixafy to rebuild the platform from scratch, including a complete overhaul of the Live Talk interface in order to accommodate expanding participation and big brand sponsorships. Overall The Motherhood's new look and site represents a community that is grounded, genuine, and highly influential - bringing mothers together to support each other and change the world.
Photography by Dean Van Dis, Copyright 2012
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