Elmwood started working on the site two years ago, having previously lost a pitch to design the trust’s main website. James Backhurst, Elmwood’s design director, led the project creatively.
Dawn Hamilton, senior account manager at Elmwood, says, ‘It really appealed to Elmwood as the design focused on helping kids understand their feelings. Kids can really engage with the site.’
The consultancy created the logo, design, look and feel, and wireframes for the site. The site is based on a sock puppet, Cam, and his friends, who each represent a different emotion.
The idea of the sock puppets was used to create the fabrics-based look and feel of the site, which aims to encapsulate the idea of the den as a ‘safe haven’.
Hamilton describes the project as very collaborative, having worked closely with the trust. Absolutely Cuckoo designed the site’s puppets and videos, while Redhouse Lane built the site.
Depending on funding, it is hoped the concept will roll out to other councils and across materials such as children’s badges.