Branding Case Study

Our brand process always starts with listening—and for EveryMum, that meant diving deep into their story, mission, and hopes for the future. In our Brand Intensive session, we unpacked everything from their volunteer roots and global aspirations to the pain points in maternal healthcare they’re working to solve.

What we found was an organisation powered by empathy, driven by experience, and ready to raise its voice. Kate and Kevin’s personal journey—from a floating medical clinic in Cambodia to a bold vision for global impact—brought clarity to our creative direction. This wasn’t about looking more ‘polished’; it was about capturing authenticity, compassion, and momentum in a way that could unite people around the cause. That clarity laid the foundation for everything that followed—from the name to the narrative.

The EveryMum logo needed to do a lot of heavy lifting. Not only did it have to feel trustworthy, warm and professional—it also had to carry deep symbolism without relying on clichéd visuals. The final icon represents a mother’s belly with an embracing baby shaped like a heart, subtly wrapped in an umbilical cord—speaking to connection, life, and care in a simple, elegant way.

The name itself, EveryMum, captures the heart of the mission: that no matter where she lives, every mother deserves the best possible care. It’s inclusive, emotive, and instantly relatable—setting the tone for the visual identity that follows.

But as always, the logo is just the beginning. With this foundation in place, we expanded the identity into a full brand system designed to connect, inspire and advocate—across borders, communities and touchpoints.

A logo is never the full story. For EveryMum, we built a brand identity system that speaks from the heart while scaling across continents. The assets we created were designed to feel warm, human, and unifying—elements that could stand tall at on a global stage or carry weight in a local campaign.

We developed soft, organic shapes to mirror the curves of the logo, hand-drawn iconography to keep things grounded and grassroots, and a bold yet nurturing palette to balance compassion with credibility. The “Mothers Worldwide” illustration and signature brand pattern add extra layers of meaning—visually reinforcing the shared experiences of mums around the world. It’s a brand that doesn’t just look the part—it feels it.

EveryMum’s message isn’t just for one type of person—it’s for anyone who believes that no woman should die giving life. That’s why we created a messaging system that could resonate with donors, volunteers, healthcare professionals and everyday families alike—uniting them behind a single, powerful mission.

From their positioning statement to taglines, campaign slogans and tone of voice principles, we shaped a verbal identity that’s warm, compelling and deeply human. It speaks with empathy and clarity—giving voice to the women and communities EveryMum supports, while inspiring others to take action.

The result is a brand voice that’s not only aligned with their visual identity—it’s driven by real stories, grounded in care, and ready to bring people together in support of a truly life-saving cause.

With the foundations in place, we set out to make sure EveryMum’s identity could show up clearly and meaningfully across every touchpoint. Just dropping the logo on everything wasn’t going to have the impact they needed—this rollout had to be intentional, emotionally resonant, and built for connection.

From printed materials and volunteer kits to digital templates and launch campaigns, the brand was rolled out with care. Each piece—whether a flyer, email, social post or presentation—was crafted to carry the same compassion and credibility at the core of the organisation. The result? A cohesive and flexible suite of tools that equips EveryMum to tell their story, engage supporters, and amplify their mission—wherever it’s seen.

The EveryMum website needed to do more than just look good—it had to be intuitive, trustworthy, and ready to grow with the organisation. We designed and developed a custom-built site that brings their mission to life through purposeful storytelling, thoughtful structure, and clear calls to action.

Built with a mobile-first approach and optimised for donations and engagement, the site guides users through EveryMum’s story, their impact, and how to get involved. Design-wise, we wove in soft curves, layered textures and dynamic visuals to mirror the emotional tone of the brand. From education to advocacy, EveryMum now has a platform that reflects their professionalism and compassion in equal measure.