Today’s Family’s new website doesn’t play around, making it easier than ever for families to find child care.
Services
Strategy
Branding
Design
Copywriting
Photography
Social Media
Video
Today’s Family, the largest not-for-profit child care provider in Hamilton, had a problem: their website was so old that it could vote. Everyone agreed that they needed a new and improved digital home, one that better reflected the care and excellence the organization is known for.
With a bevy of programs in five regions (Hamilton, Halton, Haldimand and Norfolk, Peel, and Oxford), the Today’s Family website needed to do a lot: it needed to add a suite of new features, simplify visitor journeys, convey a whole lot of information, and look great while doing it all. The site needed to work for new families looking for care, but also for current clients to find relevant program information, as well as staff that use it to access resources.
The new Today’s Family website is just the latest collaboration in a loooooong client relationship, which is good, seeing how a simple web project grew and grew! We started with a minor brand refresh, developing new accents and shifting their colours to more-accessible shades, keeping the core identity familiar while adding more flair. That brand work rolled out first in Today’s Family’s strategic plan, helping them share their vision for what’s next.
Then, the site: we used visitor data from the previous website to know what to emphasize on the new one, adding additional focuses for new families looking for care. The client has long complained about arcane PDF handbooks; we digitized the majority of the information, not only making it more accessible, but making it easier to update as well. Custom tools were built: a locations map and a custom program calendar that adheres to ministry guidelines, both of which added usability and functionality.
Today’s Family has always been authentic—we’ve always strove to use original photography as much as possible. It’s important to everyone that everything Today’s Family looks like Today’s Family. But the previous images were also old, with many of the pictured children long-since graduating from the child care programs. Seeing an opportunity, we also re-built the Today’s Family image library with shoot days across eight locations, to capture the breadth of the programs—and the children that the programs are for. Now, the site really does reflect the organization.
We couldn’t be happier with how the new Today’s Family website turned out—and neither could the client! We’re proud to have built something that can grow with one of our oldest and closest partners.
