Mothercare: Everyday Heroes


University brief


Timeline

 November 2019


Discipline

Art Direction, Strategy, Illustration, Social Media


Tools

Illustrator, Photoshop


The Challenge: We were given the task to identify a significant brand in a perilous position, either financially or conceptually. Choosing Mothercare as our brand, we wanted to reposition and give them more of an indentity as we felt like it has lost its connection with their customers


The Outcome: Our goal was to maximise Mothercare’s presence through reconnecting with mothers and their families by celebrating their roles as parents, as well as carers, since mothering comes in all diferent forms.  We wanted to provide a platform where they can share their stories and connect with the new generations of parents around the world.

“Everyday Heroes” is our hope to connect with new generations of parents through a social and emotional level by providing support and guidance. We hope that it will create a human relationship between them and Mothercare, and will get customers to come back more often.


In collaboration with Saffiah Alhashemi & Mi Chen