Product brands are focused on developing products. But beyond the transaction, how do you continue to engage your audience? Willow, the brand that designs modern, hands-free breast pumps, partnered with Nemo to solve this issue and create a meaningful relationship with new parents. The opportunity: design a curated, age-based, digital app that houses informational and educational content to connect with new parents wherever they are in their parenting journey.
Converting Brand Knowledge into Audience Value
CAPABILITIES
Creative Direction
Art Direction
Graphic Design
Content Planning
Photography / Video Production
Illustration
Messaging
User Journey
Parenthood, Unlocked
Big ideas start with an insight, and this one was obvious: Parenthood is a challenge. Especially in the baby’s first years. There is a lot of information available to new parents, but it can be difficult to find and is not always housed in one place. In response, Willow partnered with expert sources across multiple parenting categories to amass an extensive amount of knowledge to share with their community.
A Family Feel
Nemo developed a visual identity system designed to flex across multiple types of content. With a soft color palette that is easy on the eyes (for those middle of the night sessions) and a straightforward tone of voice, parents can easily understand the information they need, when they need it.
Information Simplification
Each content brief challenged us to strategically identify the simplest method to bring the information to life. Whether through charts, illustrations, icons, animations, photography or video, the goal was to turn complicated ideas into clear and simple guidance.
Scaling the System
With hundreds of pieces of content created to populate the app, the templated design system allows for a broad range of content to feel cohesive and unified. The app experience delivers the information new parents need in one place, provided through the voice of experts. The result: happy parents and happier babies.
“I feel so grateful to have the Nemo team as creative partners these last two years. The team is responsive, flexible, and fun to work with. They understand our customer and were able to easily partner with our internal creative team too. From animation, illustration, photo and video shoots on location and remote, Nemo was able to produce high quality creative on time, and on budget. Looking forward to more collaboration with Nemo.”
Laura Bruusema
Director of Content