ABOUT

IMUK is the gold standard of midwifery care, and they deserved a gold standard new brand vision and site.

BRIEF
To rebrand and reposition Independent Midwives UK (IMUK) as the organisation celebrates its 30th year.

“Nalla’s task was to humanise a national healthcare brand to be in line with our members’ clinical philosophy,” said Sam O’Brien, IMUK’s Communications Manager.

“As people have more choice in their healthcare options, healthcare providers need to take a fresh look at how they present themselves. IMUK embrace a collaborative approach with clients in their clinical practice, and were totally supportive of Nalla extending this to their branding and communication,” said Nalla’s founder, Vicki Young.

SOLUTION
Nalla’s rebrand of IMUK looked at the fundamentals of what midwives do; using their hands to feel how a baby is positioned, and to bring life into the world. “Many midwives fondly refer to their job as ‘baby catching’,” said lead designer Alice Saunders, “so the use of a hand as the main graphic element seemed fitting. It represents the continual support that midwives give – they are there for the entire journey.”

The new branding celebrates the continuity of care offered by an independent midwife, as she guides a woman through her birth journey (from pregnancy, through birth and into the post-natal period). This journey is represented by a series of hand-drawn illustrations using a continuous line.

The brand colour was originally purple, and the IMUK board of directors was keen to see ‘an evolution rather than a revolution’ in design. Nalla rejuvenated the colour palette, creating a modern, contemporary representation of the continuing values of IMUK.

RESULT
The new IMUK website includes an easy way to search for an independent midwife based on geographical location. The fully responsive site also provides member midwives with on-line professional resources and a secure forum for open discussion.