Single mothers are more likely to trust the advice and support of other mothers who understand them and empathize with their situation. As a platform for single mothers, we needed to deeply understand their struggles and challenges.
We first spent time interviewing single mothers in order to understand their unique journey, and gain clarity on what a meaningful user experience means for them. We learned that the brand design and website navigation needed to prioritize ease of use and comfort. We organized a photoshoot with The Cove Global founding team, that focussed on capturing warm and friendly images in order to match The Cove Global brand identity and provide users with a sense of trust through the website. To create The Cove Global membership space, we integrated a customized platform that members could easily log in to and access. To optimize the effectiveness of the new website, we set up a google listing and google reviews to establish credibility and make the site easier to find.
Actionable insight into users needs and goals
Established and clarified target market
Distinct identity and image
Brand strategy and communication guide
Brand image library
Calming user-friendly website
Over 150 members accessing the website
Audience Research
Interviewed the target audience and studied conversations in online single mom groups to understand their needs, challenges, and goals to underscore the value of The Cove Global platform.
Brand Discovery
Interviewed founding members to understand the brand’s history and purpose, and to gain perspective on the target audience’s needs, challenges, and goals.
Brand Strategy
Provided a detailed outline of what defines the brand and the reason it exists, which includes: values, promise, personality, value proposition, positioning, competencies, voice, and language.
Brand Identity
Created a brand design that reflected the brand personality, values and mission.
Photography
Organized a photoshoot to personalize the brand and what it represents.
Website Development
Designed a website that empathized with single moms and provided required functionality for the membership and resource database.
