Pre-built themes are notorious for looking like a template. There's usually not much done to a theme besides changing the logo and adding copy. It feels off because it’s not cohesive. It’s like dropping your logo into someone else’s brand. Like putting Nike into Kellogs - it just doesn’t work.
A brand is more than a logo. A brand has a tone, a voice, and makes you feel a certain way. From typography to colors and imagery, it needs to be consistent.
Why purchase a theme? Because it can save you thousands of dollars! But it’s rare that a theme will work for your brand as-is.
For the Medford Parks & Recreation foundation, I spent some time familiarizing with their style guide and brand guidelines. I researched to find themes that would give us a good head start, and supplied these as options to the client. Here’s what I looked for:
Once the theme is selected, the work begins! I install the proper fonts, colors, brand images, and customize until it feels seamless. I integrate copy and photos into the pages, with attention to SEO and readability. There’s client feedback and tiny revisions until it’s just right. And then we launch!
And without further ado, the before and after...
The previous website was built over a decade ago. The old website was mostly informational, and didn't include much imagery reflecting the amazing work that Medford Parks and recreation does for the community. The call-to-actions, while present, didn't stand out.
The brand redesign was put together by DuoMythDesigns, complete with a style guide and brand guidelines. The new tone is playful and bright for the
broader community voice, and rich and inspiring for the individual donor voice. The donate call-to-action stands out not only in the header, but is also present on the footer of nearly every page.
To see it in action, visit Medford Parks & Recreation Foundation.
