Case Study: Skylight Autism Center

1. The Overview

Skylight Autism Center focuses on Applied Behavior Analysis in the Weston, Wisconsin autistic community. Upon the center launch, a logo and website were needed.

2. The Context and Challenge

With this industry-specific challenge, every design element needs to rely heavily on color psychology and subconscious items hiding in designs. Color is important and in my target market research for the autistic community, I was kind of surprised that many popular brands in autism aren’t creating elements for the kids or parents to calm, comfort and educate with their vibe. They use bright, energizing colors.

1. Project background and description — This project had a deadline for everything (logo, website, social media) to be ready before the open house of the facility. I was able to keep this project within budget and on time so that the center had a pretty good presence in the town way before the official launch.

2. The problem — Parents of kids and adults on the autistic spectrum need as much info up front and need to feel relieved when considering Applied Behavior Analysis to tackle some hurdles that come with autism. Not having an in-depth website and established brand was not an option to reach parents.

3. Project goals and objectives — What was the goal of Skylight Autism Center? To drive awareness of Applied Behavior Analysis and that this is an option to people in the Central Wisconsin community for their children.

3. The Process and Insight

My process with a new startup is always to address the branding. You need a logo, but you also need to know where that logo is going, what you stand for and what you want to say with that logo. The logo design process with me takes usually 3-10 days as we go back/forth with unlimited concepts before “the one” emerges.

Next, (after final logo approval) I address the website. This process is much more detailed and for the start combines the parent’s needs, autistic child’s needs, facility needs, and founder preferences. This can be anything from wording choices to features for scheduling. This could also be small thoughts from layout (no sharp edges) for children viewing the site to parent’s (hierarchy of info).

4. The Solution

5. The Results

Skylight Autism Center gets an average of 650 views a month. 86% of that is from people googling keywords like “autism centers”, “autism Wisconsin”, and many more.

Of the average 950 Activity, an average of people who visit the website:

  • Call the Center within 3 minutes after viewing the website – 77%
  • Go Back to the Google Listing to Get Directions – 23%
  • View more than 80% of the photos on the website – 89%
  • Visit 4+ Pages on the Website – 92%
  • See Homepage Only – 1%
  • Visit All Pages – 7%
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