Roots of Action
Updated brand and website for child adolescent development blog.
Project Type: Re-brand, Web Design & Development Details
Roots of action is a blog maintained by child developmental psychologist, Marilyn Price-Mitchell, PhD. The site offers a series of articles, stories and insights inthe fields of child and adolescent development, education, positive psychology, and neurobiology.
First, let’s take a look at what the site was before, and the blog as it stood before we began work on it…
For the most part, the site was set up like a fairly standard “blog” and visually felt a bit flat and dated. In order to elevate the impression of the site to being one that had a high level of professionalism while also reinforcing the central message, we decided it needed less of a standard blog structure and more use of graphic elements (photography, icons, fun typographic headings, and an interesting navigation system) to push the ideas and mission of Roots of Action while continuing to serve the readers with timely articles and information the rely on. Here’s where we ended up…
For starters, to move away from associations with green/eco companies, we evolved the tree logo with an updated font and bright yellow/green color. This color became an essential ingredient within the new brand color scheme.
The Compass Concept
When Marilyn approached us for an updated look / structure to her website, we felt that more could be done to focus the message around core areas of childhood development and eventually devised the concept of the internal compass. This compass became both a literal and figurative aspect of both the brand of Roots of Action as well as the site’s visual and navigation structure. Readers can navigate the compass to narrow the focus of their article search to a specific aspect of childhood development. The compass points are color-coded, and this color scheme appears in just about every aspect of the structure, giving added organization and meaning to elements like article links, tags, sidebar buttons, etc.
Readers have the option to explore articles in Grid view or List view – with a simple toggle switch to change the look and feel, navigating can be a purely visual experience or can involve the usual introductory text for each article.