WestCoast Children's Clinic came to Media Cause for help refreshing their brand and website. Their previous branding was minimal, relying mostly on black and white somber photography that made their brand feel a little cold and definitely less vibrant than the communities they served. They liked their logo and wanted to keep it for brand recognition, but were unattached to the typefaces and color scheme that they were currently using.
For the typeface, we chose a font called Vesper Libre that feels trustable and respectable while still coming across friendly with its rounded edges. We paired it with Open Sans because of its easy legibility and nice complement to the serif. We decided to soften the red, which felt a little aggressive for a children's clinic, into a more orange color, and added a fresh and modern seafoam green which evokes a sense of peace and calm, and complements the orange and an additional rich brown, which we chose for its groundedness and warmth. Together with the new typefaces, this color palette adjusted their brand aesthetic to be softer and more welcoming, but still reflected the vibrancy of their Oakland community audience.
As for the imagery, we did away with the black and white aesthetic and brought in a suite of images that feature WCC's clientele diversity and have rich colors and a warm tone. Though we wanted to make the site more friendly and warm, we didn't want to entirely portray the youth that WCC works with as cheery and smiley, since that's not the nature of their work. Instead we chose images that reflect the wide array of human emotion, to more accurately represent the full spectrum of their work.
We delivered a new website for the client, built on Wix. Wix is a no-code platform that allows the client to have full control over the back-end and future edits and updates. Because of their limited budget, it was necessary to deliver a site that they would have full access to after the hand-off. It's always a little tricky developing sites on platforms like Wix and Squarespace - though both are relatively user-friendly, they also have design limitations. It took a bit of outside-the-box thinking to deliver something that would align with a seamless, fresh, modern-looking brand, but ultimately I was proud of the final look and feel we were able to deliver within the platform.
