LA VIE, BIRTHING HOME

CLIENT:  La vie, Birthing Home

SERVICES: Branding, Expansion strategy, Corporate Identity, stationary, brochures, website design and merchandise

PROJECT: It all started with three midwives; their idea was to give parents an alternative choice to hospitals when thinking about where the newest family member would be born. A warm and home-like feel as well as an outstanding personal service throughout the pregnancy was key. Overcoming the concern of parents that there would not be the same medical support if needed, was the biggest hurdle to overcome. Choosing a name was easy, “La vie” was born.

For two years “La vie” worked, but did not thrive.  That was when they came to us asking what could be done to raise their profile and expand their business. We started with research and interviewed parents and parents to be, paediatricians and anyone that would give us the necessary background to explore the opportunities.

We suggested setting up a network with local paediatricians and making one of the main messages that the hospital  – if needed – was only 10 minutes down the road, to reassure parents they would be in safe hands. We proposed adding other services to the already popular pregnancy classes – Yoga, Acupuncture, open evenings, presentations were added, as well as a café with playground – where our target audience could meet and relax.

We opted for a simple and natural 2D logo that visualises the brand name enclosed in an organic shape with focus on a circle within the circle to mirror the navel. Pink and blue tones were chosen to represent girls and boys. The friendly and lively font reflects the relaxed atmosphere within a structured grid and approach that La vie has. Floral ornamental backgrounds were introduced to echo the interior design of the birthing home.

The small marketing budget did not allow for a full roll-out, so we opted for a more hands-on approach to communicate to our target audience. Courses were advertised in the local media, cinema advertising, the distribution of flyers and brochures at selected key points frequented by the target audience, a stand was set up at the weekly town market where second hand clothes were sold and new contacts made and book marks were handed out at local book retailers.

The result made everybody happy. 16 months later 3 new midwives were employed, 3 bedrooms added,  and 144 babies had been born the La vie way, compared with the 18 in the initial year.

STATIONERY, BOOKMARKS

BROCHURE

WEBSITE

MERCHANDISE