Sydney, Australia

Reconnecting the Motherhood.

When a baby is born, so too is a mother — born into a new identity and a very new body. It is scary, overwhelming, uncomfortable and at times defeating. So whilst every man, woman and midwife is helping with the new baby, Mumli is an app built to help the new mum.

Mumli is your virtual village in a swipe, sage advice in a tap, and the mothers group you wanted, right there in an app. As an all-in-one platform, this app helps you collect, save and share information and treasured moments throughout your motherhood journey. And the best part is, it’s also a social network with a virtual village of Mums riding the same ups and downs as you. Because although motherhood is a unique and individual journey, it doesn’t need to be travelled alone.

All brand elements for Mumli were developed by our team including name and visual identity, right through to the app, launch campaign and marketing touchpoints. We worked with the founding team well before launch to strategise and formulate the best approach and positioning to bring all aspects of this game-changing app to life. The Mumli brand is warm and inclusive, assuring members’ needs are not only understood but positioned at the heart of the offering. Whilst nurturing and empowering, the identity is also bold and unique to ensure it’s brand essence could stand out in the inundated baby and pregnancy industry. It was also important for the visual and written language to strike resonance and appeal with mothers from all stages and demographics. Working with a development team to concept the app flow, functionality and features, and then design the entire interface meant that we could build a product that was inherently user-centred, finally giving mothers around the world a future where they truly come first. Centred around the notion of community, the brand language and supporting assets are a strong, dynamic and playful representation of the support and connection that is central to all that Mumli stands for.

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