We then went right into the fundamentals of what midwives do at delivery; using their hands to feel how a baby is positioned in the mother’s body for delivery. Fondly, the midwives described this as ‘baby catching’, so bringing in hands as a core graphic element seemed fitting.
The continuous lines bend and curve, producing a range of appropriate line drawings. These symbolised not only the ‘bump’ of a woman’s body whilst pregnant but also allow for the branding to adapt and evolve.
As the branding progressed into colour, we were keen to move further from a typical healthcare appearance. We rejuvenated the brand’s existing purple through a punchier tone and incorporated pops of turquoise blue and bright coral pink for warmth. Together, the colours brought on a more modern and contemporary feel, key to attracting new generations, both clients and members.
The typography followed the same dynamic using a handwritten bespoke typeface for personal touch created in-house, to get that approachable feel just right and pull further away from the corporate nature of many other medical organisations.