Calmababy has a reputation for having a friendly, non-judgmental and supportive environment for parents and their children. Well known in the local area of Peterborough and beyond for being the best in class. From their roots as an experienced baby massage business to a comprehensive pregnancy, postnatal, baby and toddler swimming centre, they’ve gone from strength over the years! They now needed to uplift their digital identity and were looking for a new WordPress Design Agency.

In it’s second incarnation, Calmababy decided they would enlist Brave as it’s development partner and take the brand on again by pushing the boundaries of website design by delivering something truly unique. Using a creative strategy, well planned user experience design, we were able to deliver something not only different but more engaging to the end user.

Services Delivered

  • Digital Branding
  • Photoshop & Wireframing
  • WordPress Design
  • User Experience (UX)

Business Location

  • Peterborough, Cambridgeshire

Website User Research

By using a completely fresh approach and perspective, we started out designing a customer-centric solution based on industry-insights, user research and premium Google Analytics data. Through Brave’s informed thinking, holistic vision and our collaborative design team, our experienced collective set about understanding Calmababy’s core business objectives and the full customer journey experience. We did this from awareness to adoption through to the business processes and functions that needed to ensure the business, service or products were communicated to the target audience. It’s this Website User Research we are so proud of.

Website Wireframing & Prototyping

We reviewed existing visitor user journeys to research an improved user need and ran stakeholder workshops in the initial stages.

We then created wireframes and prototypes after defining the digital strategy by creating sketches and low-fidelity wireframes, then fleshing these out into high-fidelity prototype layouts using Adobe XD.

Once the site structure was agreed, we designed key content pages and a series of flexible templates to create future pages. We ran our in-house usability testing throughout the process, in-situ with our UX entire team. This once complete was handed over to the WordPress Design team who plugged everything together to give Calmababy their custom built CMS.


The end result of this project is a modern, fast loading website, designed with a priority focus on mobile but has strong sympathetic responsive structure design for all devices with bespoke styling throughout the content journey. A strong colourful approach was delivered and supported their brand seamlessly. A short turnaround for this project was allocated and we produced the results and quality with time to spare for finessing. We also added web motion to the project so the brand character came to life.

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