The brand that gives back: how a new website and brand identity helped to raise the profile of an award-winning after school program
For over a decade, the Afternoon Adventures program has provided impactful and amazing after-school care to elementary and middle school students in Chilliwack, BC. Despite their growing success and life-changing work in the local community, the free after school program never fully established their brand fundamentals.
What the organization lacked was a unifying, cohesive, and easily-recognizable brand identity and visual system to do justice to their incredible mission. With parents, teachers, church and school leaders needing to find out more and interact with Afternoon Adventures and their programs, they also required a website.
With hundreds of children attending their ‘Kids’ and ‘Hang Out’ programs, it was vitally important for Afternoon Adventures to develop a strong brand image. This would enable them to define their unique identity by creating a brand that helped connect them with their audience, and inspire everyone involved to feel proud.
As with every client, we began with a discovery process to truly understand what Afternoon Adventures were about, what they represented, who their audience was, and how they wanted to position themselves going forward, in Chilliwack, BC and beyond.
The discovery process helped to set the tone for the next phase of our design work. That began with the brand identity, and we created a unique symbol that was modern, simple, and represented growth. We aimed for something playful that the kids would feel represented them. It also needed to be a design that would work well on merchandise like caps, t-shirts and stationery.
We then mapped out the information architecture and structure for the new site, using our proven frameworks and brand story flow for the homepage. And once our creative copywriters had completed the text to fit the design flow and UX wireframes, it was time to design the user interface. At this stage, we applied the brand identity and visuals from the brand guidelines to create a cohesive look and feel.
Like all our websites, this one went through a rigorous QA and testing phase, which included adding our SEO fundamentals. This ensured that it was fit for purpose and fully optimized for the launch. The results?
Afternoon Adventures now has a unique and memorable brand identity alongside a clean-looking, easy-to-navigate website that truly represents their organization, their work, and the volunteers and children at the heart of what they do.
Website Technical ROI:
Performance score went from 37% to 96% — 59% increase
SEO score went from 76% to 92% — 16% increase
- Full Brand Identity (logo, colour palette, moodboarding, typography, brandbook)
- Information Architecture (IA)
- UX/UI Web Design
- Webflow Development
- SEO Research & Fundamentals
Before & After Transformation
Superb is the word that comes to mind describing Jamie and his team at Khula Design Studio. Jamie's excellent communication skills, his dedication to deliver, his creative input and support from start to finish made my experience with Khula Design Studio outstanding. It's my pleasure to recommend Jamie and his team! — Jannette Loosdrecht, Founder at Afternoon Adventures
Web Design & Webflow Development