Wooden Shoes

2024

Brand identity and website for Wooden Shoes Child Care Franchise. Built a full visual system from just a logo, designed and developed the site in WordPress.

Brand Designer, Web Designer

November 2024 - December 2024

White Stairs Studio

Education

Wooden Shoes is a child care franchise with 15 years of experience, built on 63 years of research-backed best practices and real-world results. Their mission centers on enriching young lives through curiosity, creativity, and confidence-building, backed by a proven curriculum, a nutrition program, and a nurturing environment. The challenge: they had a logo but no cohesive brand identity, and no website that could communicate the depth of what they offer to parents searching for the right child care provider.

Wooden Shoes came to us with a strong foundation in child care but a weak digital presence. The key challenges included:

No Visual Identity Beyond a Logo — There was no color palette, no typography system, and no visual language to build a website around. Everything needed to be developed from scratch.

Information Overload — Wooden Shoes offers a lot: curriculum details, nutrition programs, franchise information, location specifics, and years of research-backed methodology. All of that content needed to be organized into a structure that parents could navigate quickly and intuitively.

Image Direction — Without an established brand style, we needed to source and select imagery that felt warm, trustworthy, and aligned with the brand's values.

We started by building the brand identity that Wooden Shoes was missing. We developed a color palette that feels warm and approachable, selected modern and clean typography that balances professionalism with friendliness, and curated imagery that reflects the energy and care of the Wooden Shoes environment.

From there, we tackled the information architecture. With so much content to communicate, the priority was clarity. We organized everything into well-defined web sections, each with a clear purpose, so parents could find what they need without feeling overwhelmed. Every page was designed to guide visitors naturally from curiosity to confidence in the brand.

As the lead designer and developer on this project, I was responsible for:

Brand Identity Development — Building a complete visual system from a single logo: color palette, typography, image direction, and overall brand feel.

Web Design — Designing every page in Figma, structuring the layout to handle dense content while keeping the experience clean and easy to navigate.

Web Development — Building the full site in WordPress with Elementor, ensuring the design translated faithfully into a responsive, functional website.

A Complete Brand Identity — Wooden Shoes went from having just a logo to owning a full visual system that works across their website and beyond.

Clear, Navigable Website — Dense content was reorganized into intuitive sections, making it easy for parents to explore curriculum details, nutrition programs, locations, and franchise information without friction.

Professional Digital Presence — The finished site positions Wooden Shoes as a credible, modern child care provider, matching the quality of their 15 years of experience and research-backed approach.