Case Study
A Strategic Rebrand for Manhattan Birth
Challenge
Manhattan Birth had outgrown its former visual identity and website. What once was a company that served families in Manhattan has grown to serve pregnant people, new families and birth professionals anywhere, through online resources, childbirth education classes and certification programs. Getting to know Founder Tanya Wills, and her incredible team, means understanding there is room for even more radical growth in the future. A redesigned website allows for an easier user experience for their three audience groups, and the flexibility for that growth to happen in a manageable way. Plus, new branding better reflects the warmth and realness of Manhattan Birth.
Our Process
Strategy/Content Planning
We always start big picture — what matters most to Manhattan Birth? And what did they want to accomplish with their new website? We clarified what values, energy and tone they wanted to convey in their marketing. We surveyed existing clients and asked them what they most enjoyed about working with Manhattan Birth (and what they wanted to improve!). After discussing our findings, we could map out the core ideas a new visual identity should communicate. Plus, we could then create a brand new site layout that maintained the warmth of their approach but was rooted in clarity and efficiency for anyone visiting the site.
Content/Copy
One of the first things we undertook was redefining Manhattan Birth’s brand values. Once we had conveyed these core principles of Manhattan Birth’s work, we began to infuse these throughout all copywriting for their new website. We made sure all writing was honest and evidence-based in its content, and direct and supportive in tone. We discussed imagery that spoke to their value of inclusivity. We created a course management design that could foster a loving community.
Before & After
Design/Development
Our prep work went beyond planning copy & content — Manhattan Birth’s website required a variety of bells & whistles to successfully introduce sophisticated e-commerce, online courses, subscription programs, email marketing, custom forms and more. We researched and decided on technical and functional requirements long before we started to build things. Designing a site for three distinct audiences means considering different motives and carving easy pathways for each. We built a site that could improve sales, automate some programs, integrate with marketing efforts and make the team’s lives easier.
Launch, Review & Iterate
Websites are living, breathing things, and we design them as such. Manhattan Birth gave feedback during design and development, and we made changes in-the-moment to achieve their objectives. We’ve advised on and revamped their email marketing strategy and given advice on social media as well. Four months later, we’re still investing in upgrades and adding new functionality, and new marketing ideas, as the company’s programming expands and evolves.
Maintain
With custom design, course management, e-commerce, opt-ins and more, the final step is to ensure that routine maintenance runs smoothly from one month to the next.
Amy and team helped us gain so much clarity on what we were offering, what our potential is and could be, and helped create clear goals. Easy to work with, clear deadlines, organized, punctual, really picked up our brand essence and understood our mission very clearly. You took what was in our heads and put it in a gorg site and brand. We are forever grateful.
Guramrit LeBron
Director of Communications & Instructor, Manhattan Birth
%
Increase in Monthly Web Sessions
New Email Subscribers
Orders from Returning Customers
Outcome
Now, Manhattan Birth’s website clearly directs visitors to its many exciting offerings, depending on their needs. The new design is down to earth, direct and supportive, which perfectly reflects Manhattan Birth’s values.
And of course, we set up Google Analytics and other reporting to ensure they can easily track their earnings & insights and continue to make sound investments and iterative improvements along the way. In 4 months, Manhattan Birth is on course for a 94.95% increase in online sales from 2020 to 2021 (and an 81.06% increase in online sales from pre-pandemic 2019).