project image

Supporting thousands of dads everyday provides free expert advice and support for fathers in the UK. It’s the UK most active website for dads and Newedge were approached to completely redesign it while upgrading the Joomla version and causing the minimum disruption possible to its 70,000+ members.

We gathered around a table in London’s King Cross, with editors from National Geographic and Yahoo plus world explorers and bloggers with the plan to put together the UK’s leading website for dads, that’s modern, edgy and full of factual advice. We needed to ensure dads could relate to the design and feel connected with the brand.

Responsive Web Design, Content Management System, Digital Consultancy

Budget planner image

Budget planner

We wanted fathers to be able to plan for the birth of their child with a financial budget that detailed everything they need to buy in readiness and worked out their monthly spend. We created a simple to use, slider driven budget planner, that has the ability to print of a personalised financial plan for every dad. The planner is of course fully mobile responsive and touch friendly.

Interactive knowledge base is a content heavy site, with thousands of articles, forum posts and blogs. We developed an interactive knowledge base to ensure its members could find exactly what they are looking for, utilising a Sphinx based search system with article prioritisation to ensure the most relevant results are displayed first.   

Incredible design image

Incredible design

We took influences for leading men's magazine websites, like Men’s Health, GQ and FHM to create a style which dads would be familiar with. We wanted to improve interaction with the website to boost page views and time on site - we tackled this by recommending related content and reorganising the site structure, creating content silos where tagged articles appear in the latest feeds to keep things fresh.

Client Testimonial

ClientName image

Martin Desborough

Head of Marketing & Digital

New Edge Media were chosen as the digital delivery partner for, including reinventing and launching our new men’s lifestyle channel for dads in the UK. Their creativity, attention to detail and ability to think strategically alongside delivering a high quality solution has been nothing short of impressive. We have chosen to continue with New Edge Media as a long term partner to our business, technology and digital marketing ambitions.

Like what you see?

Then talk to the team about how we can take your project to the next level

Talk to the team