Fatherly: From Dude to Dad
1
Background
Becoming a father can be disorienting, full of upended daily rituals and new priorities. Fatherly aims to support dads as they ride through the joys and pains of fatherhood, dispensing parenting advice while also being a source of inspiration for living their fullest, best lives.
2
Strategy
Fatherly’s new site design presents a sophisticated and sensitive redefinition of masculinity. Building on a minimalist editorial core, it features imagery that is at once aspirationally cool and emotionally aware - heightening the core belief that the new definition of fatherhood is inclusive of adventure-seeking in the wild and being present and involved at home.
3
Execution
Using Code and Theory’s highly extensible card system, Fatherly helps dads explore a variety of lifestyle goals, tuned for the realities and demands of parenthood. A helpful accordion arranges featured stories by content area and helps discovery across fitness, travel, food, financial health, and - much needed for tough dad days - humor.
