Independent Midwives UK “humanised” with new branding

IMUK is based on the founding principal of “giving women control over their birth experience,”  which means offering a full range of birthing options.

The consultancy was tasked with humanising the brand and bringing it in line with this clinical philosophy, according to IMUK.

To this end, the fundamental principles of midwifery have been evocated in the new brand, including depicting hands which feel how a baby is positioned.

Nalla Design’s lead designer Alice Saunders says: “Many midwives refer to their job as baby catching, so the use of a hand as the main graphic element seemed fitting.

“It represents the continual support that midwives give – they are their for the entire journey.”

Across the brand there is an emphasis on the continuity of care offered through pregnancy, through birth and into post natal. This is represented as a single-line which links illustrations together.

The core purple brand colour has been replaced with “a punchier purple tone” and the palette has been extended to include coral pink and turquoise blue.

A handwritten look for text gives it an approachable, personal feel, according to Nalla Design, which says it wants to place the brand “in the hearts and homes of families”.

The consultancy has also designed the new IMUK website, which has a feature to search for a midwife based on geographic location.

The site will be given additional functionality for both professional members and mums-to-be.

Nalla Design founder Vicki Young says: “As people have more choice in their healthcare options, healthcare providers need to take a fresh look at how 
they present themselves. The days of unapproachable, untouchable, corporate providers are over – the look and the interface are changing.”