Reach pregnancy programme

Creating a visual language to talk to pregnant women

brand identity, print

Reach is a five year research programme that aims to connect pregnant women with each other and to pregnancy care communities. 'reach' stands for Research for Equitable Antenatal Care and Health. This is a programme in partnership with University of East London, Barts Health, City University London and UCL, funded by National Institute for Health Research. The brief was to create a visual identity for the programme that would also be able to include all partners logos when needed. The applications requested are both printed and digital, and the materials needed will expand over the next 5 years.

After some research into the visual language of competitors I have decided to take a lateral approach to such a delicate topic as pregnancy care. The female 'changing' body and the concept of community have set the start to a choice of shapes: organic and evolving, overlapping. A quiet typography together with a bright colour scheme have been chosen to produce a calm and soft, yet young and appealing identity.
My role
Freelance designer

University of East London

Creative direction
Anton Webb

© 2018 Alessandra Caputi