Wee Wild Ones · Design System and Website

We needed to build the site’s infrastructure at an organizational scale with the information parents need, while maintaining a personal, inviting touch.

The visual foundation started with Wee Wild Ones' existing brand colors. Rather than replacing them, we developed full color scales from their palette, defining where and how each hue should appear across the platform. Color was used purposefully, serving hierarchy and guiding the eye, providing the site with a gentle warmth.

We carried this same logic to typography. Recoleta's curved, organic letterforms bring a friendly quality to headlines while Pangea grounds the system as a modern geometric sans-serif with enough personality to stand out. The two fonts promote structure and openness, each making room for the other.

The illustrative shapes and textures woven through the design are deliberately simple. Muted apples and leaves, textured organic forms, and softly animated background elements reflect how Wee Wild Ones educators work, leaving room for children's curiosity to direct itself. Layered textures add a tactile quality, grounding the brand in the sensory realm.

The previous site’s dense copy, limited mobile responsiveness, and PDF-based forms for program inquiries and job applications required busy families to do extra legwork just to find basic information. We built a custom multi-step form builder in Sanity with Formspree to replace those downloads entirely, complete with progress indicators to reassure users they're moving forward.

The platform's architecture was built with organizational expansion in mind. A flexible Location content model means adding new centres is straightforward with shared structural elements like programs and fees, with flexibility for more established locations to showcase their photography, allowing newer locations to launch quickly with just the basics. Locale systems and province-specific routing were built before launch so Wee Wild Ones doesn’t have to retrofit the site if they choose to move into French-speaking regions.

A rolling squiggle marquee in the footer is a small design touch that makes a big difference, reflecting the project’s point of view. It’s playful without being kitschy and light without being careless, a tone that we strove for in each layer of this work.

This work results in a platform built to earn the trust of families, attract the educators Wee Wild Ones needs to grow, and carry the organization into its next chapter.