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embrace your wild side: a wild child x toth shop case study

You can tell when a brand is inspired by a personal passion, when it’s clear that the founders have walked the walk of the problem they’re trying to solve. People respond positively to this authenticity and as a result, growth happens. 

With growth, there are learning curves as you figure out who you are as a business - your voice, tone, and overall style. When a business puts a website together early on, these key elements will naturally evolve and require a refresh. As you learn more about yourself as a business, these elements will need to be more aligned with who you are across all customer touch points - even if it is a little bit wild. 


Founded by professional designers who are also parents, Wild Child is a playroom design firm that focuses on helping children of all ages and abilities grow emotionally, physically, and academically. Susan McBarnet and Cassie Albergotti partnered together to create intentionally designed spaces for kids to safely be wild.

They offer full-service design and installation services in the New York metropolitan or Charlotte City regions, and e-design services across the country. For all clients, Wild Child uses the latest research, and consults experts to maximize a space’s potential. They create a playroom that truly serves as an invitation to play.


Wild Child is all about fun. They believe in the power of play and needed their website to reflect that. As their business grew, Susan and Cassie realized their online presence was not accurately representing who they are and what they have to offer. 

They decided to re-haul their website to better align with the Wild Child voice and aesthetic. That required the expertise of a website designer (Michelle Jones of Michelle Jones Creative) and toth shop.    


Wild Child’s services are unique and specific. It isn’t for everyone, but for the right people - it can be life-changing. Their website needed to attract their target audience (parents raising children with boundless energy) and clearly communicate what they have to offer (a non-screen, research-backed solution). They wanted a website that made parents feel seen while also being inclusive of all children’s needs. The language and overall structure of the site needed to reflect that. 


  • Website rewrite including home page, about us page, services, and approach page

  • Update of key foundational messaging pieces

  • Kick-off call and collaborative revision process 


In early 2024, Wild Child officially launched their new website. The new look and feel elevates their online space and aligns more closely with their ultimate goal - helping parents raise wild children.

"We worked with the toth shop team to rewrite the copy on our new website. We can't say enough about them! They are not only fabulous copywriters, they also really took the time to understand our business and helped us hone our positioning and strategy through their intensive kick off/intake. They were very receptive to all feedback, stayed on time and on budget, and are just plain fun to work with. We recommend them wholeheartedly!"

— Susan McBarnet, Co-Founder & Chief Play Officer at Wild Child

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