WILLOW
Breastfeeding is hard, and traditional pumps don’t make it any easier. Pumping locked away from society, tangled in cords is demoralizing and inefficient to say the least. That’s why Willow re-invented the breast pump to make it cord-free, hands-free, and hassle-free. The HUb team and I helped them with their brand positioning, a new look and feel, copy, photography, video and even a little social before the launch of their new pump, Willow Go.
My role as Designer was to aid in concept ideation, brand discovery, brand development, and execution.
Role: Designer
Team: DJ O'Neil, Blake Kelly, Jessica D'Elia, Andrea Lo, Bryson Gill, Stella Kim and Reese Geronimo.
Work done at HUb Strategy & Advertising
In the discovery stage we developed a brand positioning that celebrated motherhood and the freedom Willow gives back. We wanted to balance a feminine perspective along with the pride and celebration of motherhood and the universal challenges that mothers face while breastfeeding. Willow is proud but not boasting, positive but not saccharine, overt but not shocking. With these carefully crafted considerations Willow stands out in the market as a champion for motherhood and breastfeeding people everywhere.
We created this monochromatic world for our photography to live in to create a clinical but not sterile environment along with glowy yet natural lighting and styling for our models. We wanted to develop a sense of realness while also maintaining a refined look and feel for our studio shots. Not to mention featuring super-cute babies helped make these photos super-awesome and super-smile-inducing.
Finally we get to our ad executions where our brand personality shines. We bring in a sense of reality showcasing mothers doing real life things like getting a bit overwhelmed with the chaos of motherhood, or getting a quick workout in at home all while pumping with Willow. Our typography is playful and dynamic giving a sense of authenticity and whimsy.
Product photography was crafted with digital spaces in mind. We chose an approach that we knew would standout online, creating brand recognition with our monochromatic color blocking set design. We changed the lighting style to create harsher shadows that emphasized the genius industrial design of the product.
