Kibble Adoption & Fostering

Kibble is a specialist child and youth care charity supporting children and young people across Scotland.

As part of their continued mission to offer stable and nurturing environments for young people, Kibble developed two new services – adoption & fostering. 

Cole AD was brought on board to help bring these services to life through two brands and dedicated websites. Each with a distinct identity, yet part of the same overarching brand family. 

This was to raise awareness of each service and guide potential carers and adopters through their journey. The websites had to offer clarity, compassion and reassurance, all while delivering vital information and meeting accessibility best practices. As with all Kibble communications, the tone needed to be professional, yet warm, inclusive and hopeful.

From the outset, we worked closely with the client to understand the distinct needs of both services. While fostering and adoption share some similarities, each audience has different motivations, questions and concerns – which informed how we shaped both websites.

The launch of both websites was a significant milestone for Kibble. Giving each service its own digital home while maintaining a cohesive brand presence. Early analytics show strong user engagement with visitors spending more time on key pages such as the FAQs, and “Your Journey” guides.

Importantly, the enquiry forms have delivered a steady stream of interest from across Scotland. The websites are fully responsive, SEO optimised and built with content management in mind. This enables the Kibble team to easily update and expand them as each service grows.

We began by mapping out user journeys, identifying key conversion points such as enquiry forms, contact prompts and eligibility checklists. From there, we developed tailored content strategies that would speak directly to potential adopters and foster carers, addressing common questions.

Visually, we created two complementary, but distinct designs. The Kibble Adoption website uses soft, reassuring colours and gentle curves, reflecting the lifelong nature of adoption. Meanwhile, Kibble Fostering features a slightly bolder palette and energetic layout, reflecting the dynamic and flexible nature of fostering. Both sites feature engaging photography, custom illustrations and accessible design principles throughout.