Project
INTRODUCTION
Nurture4 is a guided postpartum care platform for mind, body, and community - built purposefully for the mother, rather than the baby. While most maternal services focus on the baby's growth, Nurture4 puts the spotlight on Mum (and Dad) - supporting parents through the physical, emotional, and practical challenges of the often difficult fourth trimester and up to her first 12 months after birth.
The membership platform connects mums to a curated hub of vetted local wellbeing providers - including services like physiotherapy, lactation support and counselling - giving them one trusted place to recover, reconnect, and thrive, while giving providers a targeted, qualified client base and extra visibility for their businesses.
Brand story
Nikki has been a massage therapist for over 15 years, supporting corporate and private clients with their health and wellbeing packages, including massage and yoga classes. Before she started her business, Nikki worked in a corporate role and after a serious car accident herself she suffered with long term back pain. During that time she did not feeling fully supported at work, which led her to question her career and she then embarked on a career switch up, to help support employees with their wellbeing.
While massaging clients in corporate locations, Nikki would have several conversations with them about the stress and strain of becoming pregnant and being new parents. The lack of support for new mums (and dads) for their own wellbeing through the difficult first year of parenthood was a common conversation she kept having. Nikki also knew how therapy providers struggled to find and book clients. This got her thinking, what if there was a hub that provided new parents with wellbeing services tailored to the fourth trimester and early years, but that focused on them. The idea for Nurture4 was born!
Brief
Nurture4's brand identity needed to do something most maternal brands fail at: feel warm without being cutesy, and credible without being clinical - built around a personality that's positive and friendly, but also honest and relatable. The identity needs to speak to mums on their level in a modern but supportive way at this vulnerable time - so it feels like an honest conversation from a friend, rather than clinical advice.
The identity needed to express the balance of authentic and sometimes gritty, but in a comforting and modern way that appeals to new parents. A flexible but simple identity that can be used across the platform and marketing channels.
Outcome
The brand identity for nurture4 is based around the concept of ‘support for the wobbly moments of motherhood’. A balance of the exciting and rewarding journey, but also acknowledging it is an emotional time where our bodies change and our sense of self is changed forever and that is not always easy.
We combined comforting chunky soft organic shapes, hand drawn elements and realist photography with a focus on mum - paired with a warm, soft palette. Classic but modern sans-serif font paired with a modern serif and a third handwriting display font to use sparingly for a human authentic feel.
Logo Design
