We have worked with a diverse palette of organisations from FMCG to government including:

• HMRC
• Department of Health
• Cadbury
• adidas
• MBT
• Science Learning Centres
• Directgov
• Parentscentre

ParentsCentre – Parenting information exists in abundance nowadays and yet parents often complain they are berated and scolded by the media. Parentscentre.gov.uk aims to provide a friendly online resource for parenting information and support. Free Spirit supported the Parentscentre team over a number of projects to define the strategic vision for the site and develop the design, content and structure. Furthermore we undertook a substantial piece of qualitative and quantitative work to understand parenting behaviour with a view to developing parenting ‘typologies’ or ‘approaches’. This helped develop thinking around the likely target audience for the site and subsequent approach to content, functionality and tone of voice. Parentscentre continues to be popular and to play a role in the provision of parenting information, with an ever growing number of visitors each year.