I rebuilt the whole online presence for a midwife collective in Berlin. A new brand, a new website, the technical setup behind it, and a matching look for their social media. I designed it, wrote it, built it, and got everything running, from the hosting right down to a little CMS the team can use on their own.
Mittendrin is a group of independent midwives in Berlin Prenzlauer Berg. They run pregnancy courses, birth preparation and postnatal care for new families. The care they give is warm and personal, and people really trust them. The trouble was that their old website and social media didn't show any of that.
They wanted something that actually felt like their practice. Clear, working well on a phone, legally solid for Germany, and something they could keep up to date themselves without calling a developer every time. And they wanted the brand to feel consistent everywhere, right down to Instagram.
The old site was built on Jimdo. A heavy burgundy bar at the top, a curly script logo, and information spread all over the place that was hard to find on a phone. It was friendly enough, but it felt dated, and it didn't carry the calm, grounded feeling the practice has in real life.
// before, the original Jimdo homepage
I built the new identity around how the practice actually feels. Calm, warm and capable. A clear magenta gives it life, while soft pinks and a warm off white keep it gentle. Cormorant Garamond in italics carries the headlines and gives everything that editorial warmth, and Montserrat keeps the body text clean and easy to read.
Then I mapped out the structure so people can get to the courses, the team and the contact page without having to think about it, and built the whole site from there.
Same practice, completely different first impression.
AfterBeforeDrag the handle left and right to compare the old and new homepage.
A warm, full screen welcome. "Mitten im Leben, mitten in Berlin." One clear button. It tells parents who Mittendrin is and where to go next, straight away.
// a scroll through the live homepage
"Begleitung in jeder Phase." Every course now has its own page, with a proper description and an easy way to get in touch, instead of the old scattered information.
Design was only half of it. I was also their technical person. I planned and ran the move off Jimdo over to easyname hosting, set up the domain, the DNS and a proper email address, and handled getting the site live.
And I gave them an easy way to keep things running, the custom CMS you can see below, so they are never stuck waiting on a developer for everyday changes.
Moved the site off Jimdo onto easyname, with the domain, DNS and email all set up and tested.
Got the site live over FTP, with a simple process for future updates.
Impressum, Datenschutzerklärung and a cookie banner, all sorted for the German market.
A PHP contact form that sends enquiries straight to the practice.
A custom editor the team runs themselves. No code, and no developer for routine updates.
Mobile first and light, so it loads quickly wherever a tired new parent happens to be reading.
The quiet challenge in the brief was this. The team needed to keep their courses and profiles up to date themselves, without touching code and without paying for every little change.
So I built them a custom, password protected CMS in their own brand, called "mittendrin · Verwaltung". It does exactly what they need, and nothing they don't.
// password protected login
// managing courses, add, edit, reorder, show or hide
// creating a brand new course page
// managing the team, visibility, order and edits
// adding a new midwife, with photo upload
A practice whose whole presence finally feels like its care, and a team that can keep it that way themselves.
A warm, editorial website. A brand that holds together from the homepage all the way to Instagram. And a CMS that lets the midwives add courses, reorder cards and bring on new team members completely on their own, with no developer needed for the everyday stuff.
The brand, all the way to the feed
A brand only really works if it holds up everywhere. I carried the new look onto Instagram with a logo profile picture, matching magenta highlight covers and a cleaner bio. Then I made a set of Canva templates the team can reuse, so they can keep posting on brand without needing a designer every time.
Instagram, before and after
// before, storefront photo and a plain bio
// after, logo mark and branded highlights
Reusable Canva templates
// quote, testimonial and course info templates the team can edit in Canva