Working with a team of creative professionals, who are also mothers, the brand narrative and content strategy of Australian Birth Stories developed through an iterative co-design process; underpinned by an online community of 154,000 mothers, mothers-to-be, midwives and health professionals who actively participate in the brand ecosystem.
Through careful engagement with the brand community and creative team, Australian Birth Stories worked with Public Journal and photographer Hilary Walker to develop a brand asset library that could be translated across several touch-points. This library was built through an iterative process, starting with a core suite of elements, and growing through carefully staged product articulations.
As the founder, Sophie Walker was passionate about improving access to birth education through the Australian Birth Stories ecosystem and worked with perinatal specialists and the design team at Public Journal to co-design the learning experience for the brand’s suite of online birth classes. User journeys were developed to help build modular learning materials with multiple entry points — offering audio, text based and illustrative content through a series of digital outputs, suitable for new and returning parents.
The demand for resources became apparent in response to the release of these specialised, evidence based, classes and led to the design and publication of ‘The Complete Australian Guide to Pregnancy and Birth’ published by Murdoch Books. This book was written by Sophie Walker and Jodie Wilson to combine the wisdom of women’s stories alongside expert advice from obstetricians, midwives, physiotherapists, psychologists, social workers and nutritionists. The co-authors’ aim was to create an educational, encouraging and informative guide with careful attention towards the designed experience of the publication.