Designing a brand to support through life’s earliest moments
“Help for you and baby” campaign
Completed in a freelance capacity with the team at Umpf. Illustrations by Lucy Watson.
For the Help for You and Baby campaign, an initiative from Bradford District and Craven Health and Care Partnership, we developed a full visual identity that could communicate care, clarity, and trust to expectant and new parents, in an engaging and easy to understand way. It was vital that the identity was accessible and inclusive as the target audience included communities with lower health literacy levels.
Starting with the campaign name, we built a warm, approachable brand from the ground up - crafting a distinctive look and feel including commissioning bespoke illustrations to bring key topics to life. From breastfeeding and first foods to bonding and early language development, the design system was created to make essential information feel accessible, supportive, and inclusive - online, in print, and everywhere in between.
The brief
- Campaign concepts
- Campaign development
- Print design
- Social design
- Display advertising
When
2024-2025
Bringing the message to life with animation
To make key messages even more engaging and accessible, we created a series of short explainer animations. These animations extended the campaign’s visual identity - featuring the same warm illustration style and soft, friendly tone to ensure consistency across platforms.
These were also translated into multiple languages.
Bringing the brand to life online
To help Help for You and Baby reach new parents where they spend their time, the campaign extended across social and online advertising.
