ZERO TO THREE, a global association working to give every baby and toddler a strong start in life, engaged Social Driver to create a cohesive digital platform for its HealthySteps program and revamp its website from top to bottom. The project included creating a new visual brand direction which is now fresh, distinctive, and better aligned to the program’s audience of pediatric primary care providers. And the new, mobile-friendly HealthySteps website has dramatically improved the experience across all devices, for HealthySteps practitioners and ZERO TO THREE staff alike.
ZERO TO THREE is a global association with a mission to give every baby and toddler a strong start in life. The nonprofit promotes nurturing parenting and healthy development through programs like HealthySteps, which assists pediatric primary care providers in adding a child development expert to their team.
HealthySteps serves a healthcare audience that is unique from that of the parent organization, ZERO TO THREE. That presents a unique challenge of aligning its brand to its audiences while also aligning to the ZERO TO THREE parent brand. The previous HealthySteps website faced challenges of its own. It was difficult for current and prospective HealthySteps practitioners to navigate. And updating the site was frustrating and stressful for the ZERO TO THREE team.
ZERO TO THREE turned to Social Driver to create a cohesive brand identity for HealthySteps and revamp the website’s functionality from the inside out.
Social Driver is one of ZERO TO THREE’s main partners on their multiyear digital strategy rollout, so we were well-positioned to lead this complex rebrand and website launch. Multiple Social Driver team members worked in tandem to develop high-level strategy while also diving into the granular project requirements.
In the brand development phase, we took ZERO TO THREE through a creative exploration process to drive consensus around the evolution of HealthySteps. While ZERO TO THREE had well-defined goals, they wanted to see plenty of visual directions and brand insights before defining a final path forward.
Social Driver overhauled the entire website user journey, making the site more accessible and a helpful resource for healthcare workers, particularly those using their phones. Integration with the client's Fonteva/Salesforce AMS allowed us to introduce a new user login system, a redesigned HealthySteps practice directory, and the ability for users to save articles. We also improved an application process that had deterred prospective HealthySteps practitioners.
Social Driver developed and executed a comprehensive content strategy for the HealthySteps website. This strategy laid a foundation to ensure that future ZERO TO THREE program websites can be structured strategically, flow together and display integrated search results. ZERO TO THREE can easily update content on the site’s back end, giving the team less challenges and more autonomy.
Finally, we advised ZERO TO THREE to shift HealthySteps’ previously parent-centric messaging toward the program’s primary audience of healthcare workers, reinforcing its role as a trusted partner to the pediatric healthcare community.
The HealthySteps rebrand and website launch were a resounding success. Feedback from the ZERO TO THREE community shows that the new HealthySteps brand feels unique and special, yet clearly nestled under its parent organization’s umbrella. ZERO TO THREE’s board of directors loves the new visual identity, which gives the organization a platform to showcase the brand it has long aspired to be.
Meanwhile, the new website has dramatically improved the membership experience, through enhanced functionality, easier navigation and stories that spotlight the program’s success.
ZERO TO THREE staff have easily updated the site and are looking forward to future program website launches to build on the strong foundation of HealthySteps.org.
increase in session durations
increase in time spent on the website
increase in new visitors in just 3 months
The redesigned provider directory map and search function highlights pediatric primary care offices that offer HealthySteps, so practitioners and families can quickly find where to access the program. The map shows the widespread presence of HealthySteps sites, further reinforcing the program’s leadership and credibility in early childhood development.
Our team collaborated with ZERO TO THREE to find creative solutions that resonated. Working with an existing logo, we evolved the brand’s visuals on every level. The brand color palette, with bold primary and secondary colors, flows naturally from the HealthySteps logo. Childlike circles and squares ground the website elements and convey an optimistic tone. The typography is fresh and minimal, allowing the people and stories to stand out.