The Nourishing Fourth is focused on the care of new mothers navigating what is called ‘The fourth Trimester'
Photographic Art Direction
Centred on bringing a caring focus back to the new mother, as in western culture the focus is often solely on the newborn child. Asian culture understands that the baby or family cannot thrive without the health and happiness of the mother, so the practices offered are focused on her healing and nourishment.
The brief consisted of a full brand design, full website design with social media concepting, iconography and pattern creation for web, print and social media, plus creative direction for photography.
The brand design was to be gentle and welcoming, with this simple theme to also filter throughout the website design, giving a calm feel with a sense of space. The colour palette chosen is neutral and calm, the photography complimenting the same tones to further enhance the sense of ease.
Iconography was created to partner with each section of the website. Beautiful figures with flowing curves were illustrated to show the beauty of the new mother’s figure, creating a positive connection to the changes a new mums body has experienced through the journey of child birth.
Pattern was created as an accent for the website design, based on the lotus flower, a symbol of purity and very important in Asian culture. A single lotus design is also utilised as a simple yet lovely brand mark, for use as a possible secondary logo or as a social media icon.
As a whole, the brand creates a calm and welcoming feel, giving new mothers a sense of importance during a time when they can often feel secondary.