Rested · Client project · Brand & website
Rested — earning a new parent's trust
Designed the full brand identity and website for Rested, an Atlanta-based overnight infant care service — helping a new company build trust with sleep-deprived new parents from the very first visit.
"Trusted. Tested. Rested." — the full identity: wordmark, crib mark, color system, and a custom icon set, still live on the site today.
Overview
Rested offers overnight infant care to families in their most exhausted, most vulnerable stretch — the newborn weeks. For a brand-new company with no track record yet, the site's job was to do in a first visit what a trusted referral usually does: prove this is safe, credentialed, and warm enough to let into your home overnight.
I designed the brand identity and full website from the ground up — visual system, information architecture, and every page, optimized around a single question a sleep-deprived parent is silently asking: can I trust this?
Infant Care Specialist (n.) an expert in newborn nightcare who helps parents get rest during that special (but let's be honest, also chaotic) initial time at home with a new baby.
Design decisions
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1
Led with a warm, reassuring visual system — soft palette, custom line-drawing icons — to counter the clinical feel typical of care-service sites.
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2
Structured the homepage around a clear 3-step journey (Book a Consultation → Meet Before You Deliver → Rest with Confidence) to reduce anxiety for first-time parents evaluating overnight care.
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3
Used a full illustrated timeline graphic to visually map the Rested process from pregnancy through newborn care, making an unfamiliar service easy to understand at a glance.
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4
Surfaced trust signals — CPR certified, background checked, insured, "300+ families cared for" — high on the page to address safety concerns immediately.
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5
Designed a services structure split by audience (Mom / Dad / Grandparents) so different family members could self-select the info relevant to them.
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6
Incorporated video and testimonials to build emotional trust alongside the functional info.
The 3-step journey
The homepage's spine — a simple, low-anxiety path from first click to a confirmed booking.
Step 1
Book a Consultation
Tell us about your family and your hopes for the newborn weeks, so we can shape the right support around you.
Step 2
Meet Before You Deliver
We thoughtfully match you with your Infant Care Specialist, and you meet in person before your baby arrives.
Step 3
Rest with Confidence
Welcome your baby knowing exactly who is caring for them at night, while you finally rest, recover, and savor it.
The illustrated timeline
A full illustrated graphic mapping the Rested process from pregnancy through newborn care — turning an unfamiliar service into something a first-time parent can grasp at a glance.
"The Rested Timeline" — six moments, from the positive test to the first full night of sleep.
Trust signals
Placed high on the page, before anything else, to address safety concerns immediately.
What's included, made concrete
"Overnight care" is abstract until you see what it actually covers. The custom icon set — part of the brand identity — turns the service list into something scannable instead of a wall of text.
Sits next to the crib so you can rest with peace of mind
Changes, swaddles, soothes, rocks, loves & burps too
Sleep training for your newborn
Cleans & sanitizes bottles and pump parts
Empties baby's diaper pail
Does baby's laundry
Logs the night in-app for Mom & Dad
Brews coffee for the morning
This exact icon set and pairing is live on restedco.com today, under "Wake up ahead of your to-do list with a happy little one."
Services, split by audience
Mom, Dad, and Grandparents each land on their own page — /mom, /dad, /grandparents — with copy and an FAQ written for what that person is actually worried about, not one generic pitch stretched across all three.
For Mom
"Certified night nurses help you recover, bond with baby, and finally get the rest your body and mind need." Recovery-first framing.
For Dad
"Our certified night nurses handle the night shift so you can focus on your family... Because fatherhood deserves sleep, too." Practical, logistics-first framing.
For Grandparents
Reframed as a gift: "you're giving more than just sleep, you're giving space for healing, bonding, and real support." Pairs with the Gift of Sleep product.
Video & testimonials
"Words from Well-Rested Parents" sits directly under the hero — video testimonials from real clients (including Rested's own founder, as both a mom and a dad), backed by a 4.9 rating across 51 reviews.
4.9 out of 5 — 51 reviews
From the live site
Full-page captures of restedco.com as it stands today — the mission, the 3-step journey with real photography, and the icon-led service breakdown, all shipped.
The About page — "Meet Rested," with the mission statement over real client photography.
"How It Works" — the 3-step journey, shipped with real photography in arched frames.
"The Rested Way" mission band, plus the icon strip from "What's included," live.
Live in production at restedco.com — the company's primary booking and trust-building channel.