A warm, human brand identity for a global maternal health trial
CHIME (Comparing Health Interventions for Maternal Equity) is a clinical trial run by a global consortium of research institutions, including Stanford Medicine. It compares ways to support healthy weight for mothers during pregnancy and the first year after birth.
At the time, the trial didn't have an established identity. Working directly with the team, I helped create one that would feel warm and welcoming to the expectant parents taking part. This identity was used throughout the course of the trial, on their website, in presentations, and on flyers.
We started with words before pictures: a word association exercise surfaced ideas like womb, interconnectedness, and radiating rings, which went on to shape the mark. From two mood boards, the team chose a bright, playful direction and asked to bring in bold imagery from a calmer, earthier one. I pulled it all together into guidelines for color, type, the logo, and imagery.
#FFFCF7#FFF8F0#FFF5E8#FFF2E1#C8D4CD#94ACA1#5F8474#2B5C47#2B5C47#DEDF55#FFBF37#FFF1B9#028097#BFD3EB#F04651#FFB5BAA multi-institutional study to advance equity in maternal health care.
One friendly, highly legible typeface in four weights, from 64px headlines down to 18px body text.
Building a brand from the first brainstorm to a finished logo system, and giving a research team guidelines they could use on their own.