Discovering an alternative approach to preschool education

DISCOVERY LANE
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The Discovery Lane is an alternative childcare school that encourages students’ personal interests and promotes an array of healthy living experiences.
Discovery Lane is not your average preschool. They have an alternative approach to preschool education that encourages the student experience and promotes a range of healthy active living. Their student-centered model uses self-directed, experiential learning in relationship-driven environments. Discovery Lane is a community-driven program that cares about not only the minds of children, but their whole being.

The Challenge. When Co-Owner, Shante Lane-Tamerat contacted us they wanted to redesign their website in a way that detailed the growth and changes that have occurred since they opened. The look of their previous website was dated and the photographs didn’t have the same tone or temperature. While many of their competitors have an “antiquated payment system”, Discovery Lane has an online payment system. Along with that function, the Owners desired a new website that generated enrollment, built community relationships, informed on curriculum and team, and highlighted community initiatives.

NAVIGATE

PROJECT OVERVIEW
brand identity
WEBSITE
Overview

the plan

Information Architecture. To support the vision of highlighting Discovery Lane’s growth, staff, activities, and children, the overall plan included restructuring the website. In the previous website, there were a lot of pages so, we wanted to reorganize and condense the current content. We understood that DL parents would be overwhelmed by too many pages and options, so we simplified the website’s content.
Target Market. Busy parents of pre-schoolers in marginalized communities within Washington DC and Virginia.

the impact

  • Visually-stunning website showcased Discovery Lane campus, staff and programs
  • Increased enrollment due to ease, look, and feel of website
  • Organized content and structure to guide target market throughout website
  • SEO integration increased online visibility

Brand Identity

The color palette anchored the new identity for Discovery Lane. The palette represented more than its rich hues. It represented Discovery Lane’s core values and personality.

Core Values. Act with Integrity. Make a Difference Everyday. Evolve & Adapt.

Brand Adjectives. Warm. Appealing. Modern.

brand mood board

Discovery Lane’s brand board included images of its target demographic (families with kid(s) ages 2-5 in marginalized communities generally for people of color), the parent/child connection, and color and design elements relevant to the new aesthetic direction.

COLOR PALETTE

Pairing bold and muted shades of the same hue required us to balance the color placement. This bright and nurturing color palette set the tone for the design and complimented DL’s interior and exterior design.

EXPLORE DISCOVERY LANE'S new WEBSITE

PATTERNS & ICONS

We created icons and a background rooted in nature and childlike curiosity.

SOCIAL MEDIA

We created Instagram templates and Facebook profile covers to extend DL’s visual identity across its social media channels.

HEADINGS/QUOTES

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“We love it! The overall process was seamless from start to finish. They were detail-oriented and the end result was a website that conveyed the mission of our school. They provided feedback when necessary and offered complimentary insight to other areas of our business e.g. bit.ly, social media content, etc. Based upon SMG’s portfolio we had zero doubts the website would turn out excellent. The professionalism that accompanied the experience set them apart from the rest. They care about the relationships they have with their clients and the process is specially curated with their dream in mind.”

– Shante Lane-Tamerat | Co-Founder, The Discovery Lane

Website Design

The common thread in transforming Discovery Lane was their desire to “not have a traditional pre-school experience”.

We integrated the parallax styled, staggered imagery/graphics, and animation throughout the site. We knew DL’s fresh design would set the standard within its market. These are the “wow” factors they envisioned.

For Discovery Lane’s busy parents on-the-go, we ensured the new design and functions were mobile-friendly. We integrated various call-to-action buttons throughout the website and a contact form at the bottom of every page for easier communications between the staff and interested parents.
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