Rebranding a 30 Year Early Learning Center for Modern Families
Fractional Creative Direction, Brand Strategy, Website, and Campaign Design
Mother’s Day Out of Westchester (MDOW) had earned the trust of families for almost thirty years. Over time, though, their brand and online presence stopped aligning with the quality of their program or with what today’s parents are looking for. I teamed up with Nicole Tsang and Executive Director Heather Bateman to guide MDOW through a complete brand and marketing refresh.
Together, we reimagined how MDOW welcomes families, from that first hello to enrollment.
The Opportunity
MDOW's program was trusted and loved in the community, but:
• The brand felt outdated and inconsistent
• The website was difficult to navigate, especially on mobile
• Enrollment information was not clearly communicated
• Marketing materials lacked cohesion
We saw an opportunity to elevate every part of the experience while holding on to the warmth and care families already loved.
As Fractional Creative Director
This was more than a design project; it was a true partnership. Nicole, Heather, and I worked together to:
• Clarify positioning and audience needs
• Define a cohesive brand direction
• Prioritize the parent journey from discovery to enrollment
• Ensure every touchpoint works together as one system
Our goal was to build something thoughtful and modern that the team could easily manage moving forward.
The transformation was both visual and functional.
Before
Before, the experience felt a bit pieced together and out of date.
After
Now, the experience feels cohesive, welcoming, and simple for families to navigate.
The old website.
The homepage of the new MDOW website.
The old logo.
The new MDOW logo.
Brand Identity
The new brand identity captures the joyful energy of early learning and helps parents feel confident in their choice. Here’s what we created together:
• Primary and secondary logo system
• Color palette and typography
• Brand guidelines for consistency
• Files optimized for both print and digital use
The result is a flexible identity that feels at home on everything from signage to marketing materials to the website.
Website Experience
We redesigned the website to support the real ways parents make decisions. The new site is:
• Mobile-friendly and easy to navigate
• Structured around clear program pathways
• Designed to guide users toward enrollment
• Built so the team can confidently make updates
Explore the live site:
MDOW Early Learning Center Website
MDOW Early Learning Center Website
Marketing Campaign and Collateral
To help with enrollment and connect with the community, we built a cohesive marketing system that reaches families in many ways. Here’s what we put together:
• Tour flyer for prospective families
• Open house signage
• Enrollment banners and yard signs
• Postcards and follow-up materials
Each piece shares the same message and look, so families have a consistent, welcoming experience from their first interaction through enrollment.
"Julie was instrumental in our rebranding project. She understood our need to modernize and refresh our brand after 30 years in business. Her vision helped shape our new logo, marketing materials, and website."
– Nicole Tsang, MDOW Early Learning Center
Photography Direction
To make the brand feel truly authentic, I suggested working with a local photographer to capture real moments in the classrooms and around the center. With all the right permissions, we focused on photographing actual early learners in their own environment instead of using stock photos.
I art-directed the shoot to highlight the program’s energy, using bright, inviting colors and capturing natural moments between students and teachers. There were no visible logos, just genuine connection.
The result is a library of images that feels genuine and joyful, helping parents instantly connect with the experience MDOW offers.
Tour Scheduling and Conversion Strategy
One of our main goals for the website was to help parents easily take the next step when they’re interested.
I recommended adding an online scheduling tool as the main call to action, so prospective families could book a tour right from the website. Instead of asking parents to call or email and wait, the site guides them to one clear next step: Schedule a Tour.
This created a stronger conversion path:
Website visit → Program interest → Schedule a Tour → In-person visit → Enrollment conversation
By making things easier, the website now helps busy parents explore the program, build trust, and take action right away—even after hours.
Key Insight
Parents do not want to wait to take the next step. Making scheduling immediate and mobile-friendly turns interest into action.
Parents do not want to wait to take the next step. Making scheduling immediate and mobile-friendly turns interest into action.
"Not only does the new website look beautiful, but it also offers significantly improved functionality, allowing us to easily make updates and, most importantly, enabling prospective families to schedule school tours online.
Since launching the new site, our tour requests have increased dramatically, and we have welcomed many new families to our school as a direct result of the online tour scheduling feature."
— Nicole Tsang, MDOW Early Learning Center
Impact
This transformation helped MDOW shine even brighter in their community.
• A stronger first impression for prospective families
• Clearer communication around programs and enrollment
• Increased confidence in marketing and outreach
• A scalable system that the team can continue to use and evolve
Most importantly, the new brand now reflects the quality and care that have always been at the heart of MDOW.
This partnership is a great example of how Fractional Creative Direction can help organizations bring strategy, design, and execution together. By working closely with the MDOW team, we built a strong foundation for future growth.
