What We Did
- Brand Identity
- Digital Media
- Print & Environmental
Fatherly, a parenting media platform for and by dads, was born when co-founders Simon Isaacs (a soon-to-be dad himself) and Michael Rothman realized that, while there was an abundance of parenting content for moms, there was no material geared towards expectant dads. They aim to deliver a compelling blend of general-interest content with product and service recommendations keyed to the age and stage of each user’s children.
We worked with Simon to develop the end-to-end brand experience, including the core visual identity (logo design, iconography, typography, graphic elements), corporate stationery, user interface design for the site, email templates, print and marketing collateral, and promotional merchandise. Our goal was to create a brand for guys who ‘happen to be dads’ and an online experience that was easy to browse, engaging to explore, and always fun to read. The seahorse you see in the brand’s logo (integrated with a subtle ‘F’) is a known symbol of modern fatherhood, being a rare example of a species in which the male carries and births offspring.
Fatherly has received a warm welcome and excitement from readers and media alike. We look forward to continuing to build the brand and online experience in the months and years ahead.