In 2017, the TMW Center for Early Learning + Public Health at the University of Chicago launched. Under the leadership of founders Dana Suskind (Professor of Surgery at the University of Chicago, Director of the Pediatric Cochlear Implant Program, and Founder and Director of Thirty Million Words®) and John List (Chairman and Kenneth C. Griffin Distinguished Service Professor of Economics at the University of Chicago, and Founder of the Chicago Heights Early Childhood Center and the Science of Philanthropy Initiative), the Center takes a comprehensive approach to early childhood learning as a public health phenomenon.
Through our collaboration with Mind + Matter Studio, Otherwise developed and executed a brand strategy for the Center, focusing on creating a new messaging platform to describe its unique and compelling beliefs, approaches, stakeholders, values and promises. Working from the new brand vocabulary, we designed the TMW Center’s visual identity.
With the new visual presence in place, we turned our attention to conceiving a website for the Center. The TMW Center needed an online presence that distinguished it from the multitude of others that often have websites that are missed opportunities. Otherwise came onboard with the task of crafting an innovative site that would draw visitors in with an approachable, friendly and intelligent design.
Our goals with the new website were to:
- Introduce the TMW Center for Early Learning + Public Health with relevant, distinctive and ownable content.
- Reinforce the positioning of the TMW Center as an innovative interdisciplinary center at the University of Chicago designed to create a population-level shift in knowledge and behavior of parents and caregivers in order to optimize foundational brain development in children, birth to five years of age.
- Illuminate the Center’s vision of a world where all parents and caregivers use their power to shape the learning capacity of their children.
Create a site that doesn’t dilute the Center’s strong academic foundation, while providing a user experience that is intuitive and engaging through a fusion of thoughtfully developed, diverse content and sophisticated design.
The site design focuses on organizing a deep hierarchy of content to provide visitors with the greatest flexibility in navigation that serves their needs. The design relies upon a carefully-curated portfolio of images that convey the Center’s impact on families day-to-day and extensive use of the brand palette. The rich content is sorted into simple headings, such as Who We Are and What We Do that provide a gateway into the Center’s hard-hitting work. The Center, by avoiding the easy trap of swamping users with its accomplishments and ambitions, invites users into interior pages without overwhelming them.
Visit the TMW Center’s new website here.