Maternity & postpartum clothing has always been single-use, disposable and anti-longevity. The industry doesn’t necessarily have the earth in mind.

Out comes amma – they’re a comfortable, sustainable and adjustable clothing company that aims to set you up with the right choice at the right time, and ensure you can continue to use it & look amazing after the pregnancy period.

A real conscious brand, amma utilises a distinctive style and a whimsically British, earth-centred tone of voice to stand out in the market.

This passion project came about after noticing the amount of landfill-ready clothing, specific to a 9-month period, was being produced. We wanted to create something that captured the mind shift of the new generation, and celebrate keeping clothes for the long-term.

We wanted to create an community, developing a creative campaign designed to get their 250,000 strong audience excited and engaged.

The aim was to create content to spread across social media for a full campaign take-over, as well as new packaging and tag mockups, and physical billboard advertisements.

We had to bring forward the focus of longevity around clothing without being restrictive, so wanted to use visual design to communicate the quality and emotional connection that the clothes have, but in a way that also felt inherently British and true to the brand.

We created an identity for amma that warm, well-made and close-to-home.

And we took the campaign from screen to billboard, developing a simple yet effective advertisement to capture the quality of the clothing & the beauty of our world at its wild and overgrown best.