Mamma. Nascita. Libertà.
We were contacted by Angela Notari, writer and coordinator of the Mamma. Nascita. Libertà. project. Her initial request was to help her with the layout of her next book, which is intended for the Mamma. Nascita. Libertà. project. This book aims to present the results of research conducted by Angela and to provide support to Ticino's families expecting a new birth.
Before proceeding with the layout, we explained to Angela the importance of creating a visual communication that reflects the values of the project.
Angela then decided to launch the first crowdfunding campaign to support the costs of creating the book and communication during the press conference, where she presented the results of her research.
Stay tuned, the project has just begun and we are proud to be part of this change. I would like to thank Edoardo Compiani and Simon Smeraldi for embracing this cause, despite it being a topic far from their personal experience.
Now, let me tell you about it...
Project Description In Switzerland and Ticino, although the healthcare system is considered among the most efficient in the world, there is always room for improvement. The act of giving birth should not be equated to a simple medical procedure; it is a unique and special moment. This is where the "Mamma. Nascita. Libertà." project was born, an initiative aimed at listening to and supporting all mothers during childbirth, placing their needs at the center.
Values The Mamma. Nascita. Libertà. project has brought together an incredible variety of voices, demonstrating that when we unite, no mother will feel alone, and together we can make progress. The values on which the project is based are empathetic listening, respect, participation, inclusion, empowerment, and solidarity.
Rebranding Currently, the image, logo, and communication are characterized by a distant and predominantly textual tone. It's true that mothers write their own stories, but the core of our message is the moment of birth.
We started from the current proposal because we want to preserve the essence of the project while transforming it to more effectively communicate the fundamental values of Mamma. Nascita. Libertà., evoking its core through graphic elements. We experimented with colors and ultimately achieved balance: tones that represent life, include everyone, and convey warmth. The addition of a rough texture emphasizes solidity and gives the project a tangible and concrete feel, moving away from abstractions and evoking the ultrasound, which fully represents this unique moment.
Colors With this palette, we represent the essence of birth and create a welcoming and reassuring atmosphere. Light pink, with its delicate pastel shade, symbolizes gentleness. Alongside it, deep purple adds depth, representing the beauty and strength of motherhood. These shades, combined with accents of white and beige, create a gradient that communicates change and transformation.
Installation After creating the coordinated image, we prepared for the press conference, where we presented the results of her work. To introduce the participants to the theme, we created a special installation. We hung quotes and testimonies from women along the staircase leading to the conference room. As you ascend, the sheets gently brush against you, symbolizing the delicacy and, at the same time, the complexity of the theme. This gesture is meant to be welcoming, but also thought-provoking, showing that the theme can be touching and sometimes uncomfortable.
Next step The book.. stay tuned!
Crowdfunding
Press