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Pregnancy & Infancy Education Program came to us, seeking a new brand identity that would directly speak to its targeted customer as a consumer with a less clinical approach. And that is when Amma Maternity was born (no pun intended). We gave the program a new name and a playful brand to connect enjoyably and joyfully.

That’s where we came in.


We studied their brand and the business. We defined the audience. We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.

Initial Concepts

Awards & Notable Mentions


Amma Maternity identity:

Print Regional Design Annual, 2008

HOW Promotion Design Awards, 2008


Award Shows

Amma Maternity identity:

AIGA MN Design Show, 2008

AdFed’s The Show, 2008

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IMAGEHAUS | Minneapolis Branding & Design