MY EXPERT MIDWIFE

The Challenge.

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Created by midwives, for women, My Expert Midwife started with a clear purpose but limited reach. Originally sold online, the brand needed to break into retail, strengthen its identity, and build constant momentum in a category with no repeat cycle because, once your pregnancy ends, so does your customer journey. The client asked us to make the brand retail-ready, campaign-capable, and impossible to ignore.

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Our Approach.

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We partnered closely with the founders through every stage of growth. From evolving the visual identity and tone of voice to launching high-impact campaigns spanning social media and YouTube. Tackling taboo, sensitive subjects through informative animations and helpful booklets. We even created a secondary identity to launch their midwife-first antenatal classes. Our creative focused on clarity, softness, and trust – with custom photography that heroed sensorial textures and natural ingredients. The result was a brand system that worked as hard on shelf as it did in-feed.

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The Impact.

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My Expert Midwife is now stocked in Boots, John Lewis, and other major retailers, which is a huge step up from its online-only roots. Our work supported them through key growth milestones, helping them stand out in a saturated space and stay relevant with every new wave of expectant parents.