Brand Strategy Naming Visual Identity Illustration Print + Digital Collateral Signage

Oona is a prenatal and postpartum care clinic providing holistic, personalized perinatal care for the whole family. Offering a diverse range of services for every part of the parenting journey, Oona empowers pregnant people to feel better during pregnancy and beyond, in the perpetual postpartum period, as parents. Née West End Mamas, WE developed a new name and strategy that expanded Oona’s positioning beyond its current location, beyond “motherhood," and to reflect their inclusive approach that celebrates all shapes of families. WE developed key messaging and a robust visual identity system, including a warm and uplifting colour palette and a library of custom illustrations that show real-life scenarios of the care Oona provides. WE applied the new system across stationery, print and digital collateral and signage.