Rebranding a 30 Year Early Learning Program for Modern Families
Fractional Creative Direction, Brand Strategy, Website, and Campaign Design
Mother’s Day Out of Westchester (MDOW) had built a strong reputation over nearly three decades. But their brand and digital presence no longer reflected the quality of their program or the expectations of today’s parents.
Working closely with Nicole Bosch and the Executive Director, Heather Bateman, I stepped in as a Fractional Creative Director to guide a full brand and marketing transformation.
Together, we reimagined how MDOW shows up from first impression to enrollment.
The Opportunity
MDOW was at a turning point.
Their 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• The brand felt outdated and inconsistent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
There was an opportunity to elevate everything while staying true to the warmth that families already valued.
My Role: Fractional Creative Director
This was not just a design project. It was a strategic partnership.
I worked alongside Nicole and Heather 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
The goal was to create something that felt thoughtful, modern, and easy to manage for the internal team.
The transformation was both visual and functional.
Before
The previous experience felt fragmented and dated.
After
The new experience is cohesive, welcoming, and easy to navigate.
Brand Identity
The new identity reflects the energy of early learning while reinforcing trust with parents.
Deliverables included:
• 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 works across signage, marketing, and the website.
Website Experience
The website was redesigned to support how parents actually 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 manage updates
Explore the live site:
MDOW Early Learning Center Website
MDOW Early Learning Center Website
Marketing Campaign and Collateral
To support enrollment and community visibility, we created a cohesive marketing system across multiple touchpoints.
Deliverables included:
• Tour flyer for prospective families
• Parent handbook redesign
• Open house signage
• Enrollment banners and yard signs
• Postcards and follow up materials
Each piece reinforces the same message and visual language, creating a consistent experience from first interaction to enrollment.
Photography Direction
To elevate the brand's authenticity, I recommended partnering with a local photographer to capture real moments in classrooms and facilities. With proper permissions in place, we focused on photographing actual early learners in their environment rather than relying on stock imagery.
I art-directed the shoot to reflect the program's energy, guiding the use of bright, inviting colors, clean compositions without visible logos, and natural interactions between students and teachers.
The result is a library of imagery that feels genuine, joyful, and aligned with the brand, helping parents immediately connect with the experience MDOW offers.
Tour Scheduling and Conversion Strategy
A key part of the website strategy was turning parent interest into action.
I recommended using an online scheduling tool as the primary call to action, making it easy for prospective families to book a tour directly from the website. Instead of asking parents to call, email, or wait for a response, the site guides them toward 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 reducing friction, the website now helps busy parents make decisions. They can explore the program, build trust, and take action immediately, even outside regular office 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.
Impact
This transformation elevated how MDOW shows up 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 reflects the quality and care that have always been at the heart of MDOW.
This strategic partnership shows how Fractional Creative Direction helps organizations align strategy, design, and execution.
By working closely with internal stakeholders, we created more than a new look.
We created a foundation for growth.
We created a foundation for growth.
