Brand + Web Strategy Case Study:
Jovie, Childcare Reimagined
Profile:
Company Name: Jovie
Location: Minneapolis, MN
Industry: Childcare
Project Dates: September to December 2022
Site: www.jovie.com
Jovie: A national childcare company looking to redefine the parent and caregiver experience.
Jovie is a high-touch family and business caregiver agency who offers a unique consultative approach to matching clients to caregivers. They had recently rebranded from their outdated College Nannies and Sitters brand to Jovie, allowing them to expand their reach and be inclusive to all types of caregivers, not just college students. Looking to capitalize on their rebrand efforts across digital channels, Jovie hired us to understand their audiences (both B2C and B2B) and create a website that represented their new brand.
We partnered up with Generation Web in Denver, CO, to create a team that could both strategize and execute on a new site for Jovie.
38th & Kip’s role in the Jovie website redesign project included:
Brand strategy
ICP (Ideal Client Profile) and audience types
Customer journey and flow
Brand voice and web messaging
Wireframing
Desktop and Mobile Mockups
Custom icons
“Alicia masterfully guided our team through a discovery process that served as a strategic foundation for the rest of the project. Her ability to bring clarity of our brand and audience was integral for the direction of the website.”
Goals
Align on key branding components
Through a series of brand strategy workshops, bring Jovie decision makers (some of whom were new to the organization) together to determine what makes Jovie unique in a competitive market and how they want to be seen by families, businesses, caregivers, and franchise owners.
Create the customer web journey - how are visitors using Jovie’s site?
Understand Jovie customers: their pain points, motivators, and attitudes as they relate to the website customer journey. What is each audience looking for from the Jovie site? How are they navigating information? What’s important to them and when?
Determine Jovie’s personality
Understand Jovie’s brand personality, including tone, messaging risk scale (memes, swearing?), and brand archetype as they relate to the web content and customer experience.
Position Jovie’s digital presence to match their goals of becoming the national go-to childcare provider and employer, as well as a successful industry disruptor and visionary.
Brand Strategy Workshop
With a new name and tagline in place, we conducted several deep brand strategy workshops to define Jovie’s purpose, values, and what makes them different from the competition - key information to know before starting a website build.
Who visits your website and what are they looking for?
What kind of educational resources to they want and when do they want them?
What kind of photos and images resonate with your visitors?
How do we infuse brand personality into the site without being overwhelming?
“Rather than starting with the design process, Alicia took time to consider the user journey and organize the response to that journey in mockups. This process resulted in a design that reflects our purpose and reaches our audience aesthetically and effectively.”
Customer Journey Wireframing
Using methodology based off buyer behavior, digital trends, and competitor analysis, we mapped out how each page would flow. We use a unique set of “building blocks” to create website wireframes, allowing for a consistent and formulaic approach to web design, which is often more subjective than objective.
These building blocks include:
Why: Value Proposition
Rationale/Social Proof
Who: Differentiators
What: Feature-Function
How: Steps & Actions
FAQ and Contact
👉Using these building blocks and the knowledge we gathered from the brand strategy workshops, we created wireframes for the Jovie homepage, childcare for families B2C page, and Join Our Team career page.
Scroll down to see more detail.
Jovie Homepage Wireframe
Jovie Childcare for Families Wireframe
Jovie Join Our Team Wireframe
😎 Pretty cool, huh?
Jovie Mockups
Once the wireframes were approved, it was time to move on to the part we like best - creating mockups of what each page would look like using brand colors, imagery, and personality elements of the company (welcoming, bright colors, and warm neutrals.) These mockups would then be handed over to the Generation Web development team to create.
A Side-by-Side Comparison
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