Wanslea
Wanslea promotes the wellbeing and development of children and families through a range of community programs and services.
Wanslea came to us in need of a new website that was easy to update, easy to navigate and showed off the breadth of their capabilities. With goals to show leadership in their industry and increase participation and enrolment in their programs and services, it was critical that visitors could quickly and easily find the information they needed. Due to Wanslea’s diverse group of stakeholders and their focus on inclusivity, we recommended shooting a bank of custom photos. To assist this process, we provided their photographer, Jessica Wyld, with a photography brief, outlining appropriate subjects, models and environments. This gave the team a curated bank of photos they could use across any of their collateral and added polish and consistency to their final website, rather than relying on stock photos.
Upon reviewing Wanslea's collateral, we noticed a number of fonts, graphics, logos and layouts in play across their brand collateral. We suggested cleaning up their visual identity by creating some rules for application that could be used by anyone internal or external to their organisation. These rules took into consideration accessibility guidelines to prioritise legibility for those with a disability. We wanted to create a consistent and accessible visual look and feel without losing any of the recognisable elements of their identity. This meant revisiting typefaces, colour palettes and colour application, without changing the existing logo.
We took a copy-first approach to building the Wanslea website. First, we drew upon the brand voice and writing rules we established, as well as our understanding of Wanslea's website visitors, to write their website words and optimise SEO title tags and meta descriptions.
With over 200 pages on their new website, structure and ease of use was essential, both for the team to manage and for users to find their way. Given their diverse audience, a heavy emphasis was placed on accessibility and making it easy to find the information needed in as few clicks as possible. We used the revitalised visual identity rules to create static website designs before building out each custom design within Webflow.
We recorded several training videos and handed over the Wanslea website to the team, so they had full control over adding and editing content. We remain available for support to address any issues or make any website updates as needed.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Brand Strategy
We conducted brand workshops to align the team, define and understand key audiences and their desired positioning. In defining the brand, we uncovered a core narrative about championing flexible work, for the mutual benefit of employees and employers, a big idea that their team, clients and partners could rally behind. This strategic alignment set the foundation for a unified and impactful brand.
Brand Messaging
We developed a cohesive verbal identity, including brand voice rules and writing mechanics. Key brand messages such as mission, vision, values, purpose, and value propositions were created to engage and resonate with their target audiences. Verbal identity guidelines were established to ensure scalability and consistent application across all marketing materials.
Brand Visuals
We designed a new visual identity system to build trust and credibility with key audiences, defining the brand's logo, colours, typography, supporting graphics and application rules. We also developed a motif with overlapping elements that visually symbolises brand's big idea that we shouldn't have to choose between flexibility and stability at work. We provided visual guidelines to ensure consistency and ease of application and developed branded collateral and templates that were built in Canva to make it easy for their whole team to maintain consistency in their materials.
Website
We planned, designed and developed Connect's new website using the brand's visual and verbal identity to build trust and differentiate from competitors. With two distinct audiences, it was essential to help visitors quickly find the information most relevant to them. We used clear wayfinding language and crafted specific landing pages for employers and job seekers. To drive conversions we focused on building dynamic, engaging layouts, building credibility, simplifying the application processes and strong calls to action. Built in Webflow, the site allows for fast and easy updates.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Brand Strategy & Messaging
Through brand workshops, we defined key audiences, brand character, trajectory, and desired positioning. This process revealed their core philosophy: "We cannot achieve greatness alone," emphasising the agility and resilience businesses gain by outsourcing non-core functions to capable providers. The creation of key brand messages, including mission, vision, values, and purpose statements, reflected this philosophy.
Brand Visuals
A new visual identity system was designed, featuring a logo, colours, typography, and supporting graphics to build trust and credibility. To ensure scalability and consistency, visual guidelines were established. Additionally, a supporting graphic pattern was developed to represent the idea of partnership and symbiotic relationships visually.
Website
We developed an interactive, password-protected online capability statement to streamline the sales process, allowing it to be shared only with select, qualified clients. This online document impressed clients with its quality and engagement, providing a stark contrast to typical PDFs. For their public-facing presence, a unique one-page website was created, complete with copyediting and Calendly integration for easy, fast appointment bookings.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
Great to work with Baker Creative! Their engaging, structured process created a fresh, attractive and contemporary website that was much easier to maintain.
