A DIY, Canva-made brand: a Canva logo, six typefaces fighting each other (Domine, Baskervville, Arial, Nilland, Inter and Quicksand), and a product page leaning on generic bullets. The brand's best trust signal, a former ER nurse who's also a mom, was missing from the homepage and the product page.
Results
- Typefaces — 6 → 3
- Logo versions explored — 11+
- Colorways on site — 3 → 8
- Reviews — doubled, organically
- Client — stayed on after launch
STEP 01
Start from who made it
The kickoff brief was clear: leave the DIY look behind, skip the babyish feel of competitor sites, and go clean and editorial, like a magazine, with Maddie's nursing background front and center.
The voice followed: calm, credible and warm. Reassuring, never precious.
The positioning line: a soft barrier between little explorers and public floors.
Visual reference: brand positioning board
STEP 02
Work the logo until it holds
The brief asked for a stamp-like mark with a crawling-baby icon that could also stand alone on social.
Getting there was the hardest part of the project: 3 rounds of revisions and more than 11 versions. A premium tag, a crawling baby, a cursive "Scoot", and finally the wordmark with an outlined baby tucked inside the "oo".
The type for "Suit" was the last piece. Locking it unblocked the brand guide.
Visual reference: logo directions A "The Wordmark" and B "The Stamp", with variants
STEP 03
Build the system
At kickoff we dropped the cool slate and dusty blue for a warm, earthy palette: sage, ivory and sand, with warm and cool neutrals and semantic colors, five tints each, in light and dark mode.
Every pair was checked to WCAG AA, which set one hard rule: sage always pairs with charcoal, never with cream text.
Visual reference: color system and contrast table
STEP 04
Sweat the details
The website was the easier build. The details were the point.
The product imagery was redone to match what sells online today. Each gallery image does one job: where to use it, the parts of the suit, how to put it on, and how it compares to the alternatives.
That story lives on the images themselves, not only in page sections, so a parent who never scrolls still gets the whole pitch at a glance.
Custom icons drawn to match the brand. Real photos instead of AI images, especially for close-ups like the mitts, unified across shoots with a Lightroom preset that desaturates backgrounds only, so skin tones stay natural.
Visual reference: product gallery set
STEP 05
Put the nurse up front
The homepage opens with "Designed by a nurse & parent" and "Let them crawl. Anywhere.", then a video hero, a point-and-click anatomy of the suit, and where to use it.
Maddie's quote gets its own section, and the About page tells her story in four chapters: the moment, the nurse lens, what it took, and why ScootSuit exists.
Visual reference: homepage before / after
STEP 06
Answer the worry before it is asked
The product page walks a parent through it in order: the anatomy, a comparison against what they'd use otherwise, a photo series by developmental stage, where to use it, and the travel pouch.
Key selling points sit on the product images for people who never scroll. The comparison table keeps its 2-column view on mobile, with arrows that make the scroll obvious.
The FAQ grew into five groups, ordered by how often parents ask.
Visual reference: product page before / after
STEP 07
Make trust easy to check, and sell the second suit
Reviews only come from verified buyers, matched by order email. With parents, authenticity beats volume.
The offer stayed simple: one to wear, one in the wash. Add a second suit and save 15%, applied automatically at checkout. Bundles with future products wait until the line grows.
Visual reference: reviews and collection pages