Turning growing pains into growing opportunity
Parent Map is a magazine and website that helps parents find information, advice, and fun stuff to do with their kids. Though it started as a small, regional Pacific Northwest website and print publication, search traffic has attracted a growing national audience to their high-quality content. They looked to us to help evolve their brand to meet this rising profile.
A mindful approach to brand rejuvenation
Working closely with the Parent Map editorial team and guided by the four Fs—Freshness, Fun, Femininity, and Familiarity—we developed a new visual language with a more contemporary, yet accessible look and feel.
The Parent Map site features a diverse and dynamic range of content types, from quick parenting tips to event calendars, to in-depth articles on topics both serious and light-hearted. Our design had to accommodate this need for variety and flexibility while maintaining a strong sense of brand identity throughout.
Crossing the digital divide: from pixels to pages
The Parent Map brand update included a new logo designed to work online and as the masthead of their print magazine. The result instantly communicates Parent Map’s "popcorn and broccoli" approach—a balance of whimsical and serious, the snackable and the in depth.