Supporting dads – a rebrand and website to reach a young male audience.
Creative, Website design
Dads Can is a Lottery funded project, based at Monmouthsire Housing Association, providing support, help, and information to dads in Newport and Monmouthshire aged 14-25.
They run a range of activities for young dads and their children, including employability training and trips.
We helped Dads Can with a new logo and rebrand to help them better reach their target audience. We also designed their website and produced marketing materials (business cards, notebooks, fridge magnets and mugs) to support their rebrand. We also managed their social media accounts and produced new graphics for them to promote the website.
We found Luminous not only excitingly creative but also very supportive and friendly – they showed a genuine interest in our work and customers, and produced a fantastic website and new branding that will help us engage with our audience. Couldn’t recommend them more highly!Dominic Pembridge
We met the team at Dads Can early in 2016. As 2016 was a Leap Year we decided to use that one extra day to do something special by giving away our services, for free, for one day to a local charity or community group.
After making an appeal through our website and social media for entries, we chose Dads Can.
Dads Can is a BIG Lottery funded project for dads who are between the ages of 14 and 25 who live in Monmouthshire or Newport. They support those who are biological dads, expectant dads, ‘step dads’, foster dads, mum’s partner
and older brothers.
Stage 1 – Branding
The team at Dads Can identified that they needed a branding refresh. The original branding was very child focussed. The logo of a train pulling trucks, and colours, resonated more with the children rather than the parents, and had the ethos and feel of a childcare service.
As we listened to the team it became clear that the branding needed to appeal to a male audience. A ‘Men’s health magazine’ look and feel would resonate better with their clients. Greys, silver, black and faded plum replaced the bright “early years” colours. We also simplified the logo.
We initially suggested three designs, and the team worked hard to test them and gain valuable feedback.
With the initial elements of logo design and branding in place Dads Can approached us to redesign their website.
Stage 2 – Website
With an established and strong social media presence the website was becoming obsolete. Originally envisaged as a depository for knowledge and information, with extensive pages full of advice and downloads, the Dads Can team decided to move towards a leaner online presence.
The new one would need to have the ‘Men’s health magazine’ look and feel to it, be easy to navigate, link up with their social media, and have an easy and robust approach to spelling out what Dads Can is all about.
We identified two key audiences:
- Dads looking for information and advice
- Professional services who could refer young dads to the team
The user experience needed to be smooth for both audiences, and broadcast a contemporary look and feel that wouldn’t exclude or put off any young dads that they could work with.
The end result can be seen here
They were very happy with the result.