Motherhood

E-COMMERCE

2020 Brand Refresh

Still in its early rollout, the Motherhood brand is going through a branding refresh as we move to a different platform. Having been around during the first brand refresh 4 years ago when we moved through a re-platform, I was able to apply some lessons and insight from the first go round.  I found it pivotal to create a living and breathing styleguide to reference for brand consistency, particularly when we do start to replatform and we partner with outside resources who might need to quickly get up to speed on our brand. I built a one-stop shop of brand guidelines with logos, typefaces and best practices. Along with a refresh, our goals as a brand are heading in a new direction as well, we want to position ourselves as a resource first and an apparel brand second, focusing less on the fashion and more on solution-based campaigns.  The essentials kit is a good example of this mindset, where we are using real women from all walks of life, previously we leaned in heavily on the fashion aspect with models to speak for the brand.  It's a refreshing change for sure and it allows a bit more breathing room than A Pea in the Pod to try less traveled routes.

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Kit Essentials Campaign

The Motherhood Kit Essentials campaign takes the new direction of the Motherhood brand and builds on it by providing solution-based curated kits for our new mom. The campaign provides an easy to follow curated experience that follows her all along her journey with styles that grow with her before and after baby is born. I think my favorite part about this campaign was beginning to weave in video intro our campaigns. I feel that we can engage her to a greater capacity if she is able to visibly SEE herself in the clothing and how it moves with her growing belly.

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Motherhood Kit Essentials landing page

Holiday 2019

The Motherhood holiday campaign focused on creating a connection on an emotional level with our mom-to-be. The idea was that if we can create that initial connection with her we can then lean in on WHY she needs our maternity apparel. The visual strategy behind the campaign was 'tis the season to be... We felt that it provided enough flexibility to create a memorable mark and also be able to create touchpoints of different emotions during the holiday season.

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Holiday campaign branding

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Autumn 2019

Autumn is one of the larger assortments of the season for Motherhood Maternity. The photoshoot was the first time we shot on location with a whole family. I think it captured an authenticity to the campaign and we were able to capture genuine moments between the model and her family. The campaign was shot in Wisconsin in August.

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Autumn homepage

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Mothers Work

Mothers Work was a 360-campaign that focused on the working mom, it featured a series of candid interviews with moms from all different backgrounds and occupations discussing the challenges of running a household and being a working mom. In tandem with the campaign, we launched a new line of work pant. The campaign was very successful in both pushing product but also having a positive message in the social media circles. The campaign included in store visuals, video, social media, paid search, email and live events. Instagram and Facebook views broke 10k on each platform respectively.

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Mothers Work landing page

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The Nu Nudes

Mothers Work was a 360-campaign that focused on the working mom, it featured a series of candid interviews with moms from all different backgrounds and occupations discussing the challenges of running a household and being a working mom. In tandem with the campaign, we launched a new line of work pant. The campaign was very successful in both pushing product but also having a positive message in the social media circles. The campaign included in store visuals, video, social media, paid search, email and live events. Instagram and Facebook views broke 10k on each platform respectively.

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Nu Nudes landing page

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Branding Style Guides

This self initiated project was vital in strengthening our brand by establishing some ground rules on how to go about working with the Motherhood brand. It had heavy-duty use when the site went through a major replatforming in 2015.

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Motherhood style guide

Travel Journals

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Currently based out of the city of brotherly love, Philadelphia.

Brunch is pretty great here.

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