Back to WorkThe Baker Center
A streamlined brand that resonates with multiple audiences.
- Branding
- Web
- UX Design
- Video
- Creative Services
Overview
This Boston based Harvard affiliate, The Baker Center, is comprised of great people doing extraordinary things. As a nationally recognized children’s mental health and special education provider, they deliver the highest quality care, spearhead ground-breaking research, and offer leadership in mental health policy and practice. After working with us on several initiatives since 2016, they decided it was time to update their website and brand across multiple channels.
Our Approach
The Baker Center has a unique story to tell, and as they have many different audiences–patients, parents, doctors, educators–they needed an update that would speak to multiple targets. To truly convey all that they have to offer, we started by updating their overall brand and created a detailed brand book as a single source of truth. We carried through the new look and feel through several video, print, digital, and social media projects. Eventually, The Baker Center determined that it was time for a new website, as their previous one had been outdated and used an antiquated content management system. Through client interviews and focus groups, our UX team discovered insights that led to a completely new site architecture to more effectively funnel visitors to their relevant needs, and our development team implemented custom maps, internal dashboards, and other custom features, delivering visitors a clear understanding of the brand and its expertise and services.
In 2020, our team helped produce a report titled: “Spotlight On: The New Normal and Life Beyond COVID-19” which garnered over 40,000 views.
A streamlined experience for better conversion and brand awareness
We were tasked with redesigning the Baker Center website for a more consumer-driven experience that would guide visitors to sign up for programs. With a broad range of offerings across multiple audiences, an intuitive, efficient navigation experience was key. We restructured the site architecture and introduced new groupings to better resonate with users, and drive attention to areas that were relevant to them. The new site provided a clear representation of the organization, its expertise and role in research, showcased resources, and provided a clear path for users to accomplish their goals.
