About the Brand
Started by mother and entrepreneur, Tovah Haim, Bodily provides education and wellness guides with a focus on childbirth, pregnancy recovery, and breastfeeding. The site provides research, information, and resources to open the conversation about the physical changes mothers experience after birth.
"The information I wanted and needed about postpartum and breastfeeding was centralized only in personal blogs, and I found myself in a black hole looking through reams of comments left by others searching for the same information."
As the site's topics have, by nature, a more serious tone, we knew that we wanted to exude a sense of trust, honesty, and comfort upon site entry. At the same time, however, we were very careful to differentiate Bodily from other medical sites and establish itself as more of a friend, or rather a site that someone would return to.
Just as critical as the emotive experience we aimed to convey, was the sense of openness for the audience. We wanted to ensure that every body – women, men, co-workers, etc. – felt there was a source for them to navigate and find answers to often very complex questions. To address this we created a word lib to help specific users navigate to articles that best apply to their needs. We wanted it to be at the forefront to underscore the fact that the site is not just for mothers, but is a place for everyone involved.
More Humanist Medical Imagery
As we upheld the importance of Bodily's content and commerce model, we knew that captivating yet effective imagery would help bring the right attention to the site's focus around birth and pregnancy recovery. To bring this to life, we worked with New York-based agency, Mother, as they developed the overarching branding, to adapt and extend it digitally.
Knowing that photoshoots were not feasible, we brainstormed to create a visual solution tied to each article topic. We needed to make sure all illustrations complemented the graphic elements used for packaging and branding, with the underlining direction around gender-neutrality and inclusivity. From there, we worked with two very talented illustrators, Wendy Eduarte and Sofia Pashaei, and provided creative oversight and concepts around the key brand pillars.
Article Listings and Content Pages
In order to help the user navigate the site more seamlessly and based on their specific needs, we divided content by “Birth Recovery & Postpartum” and “Breastfeeding." For further user guidance, we organized both “Birth Recovery & Postpartum” and “Breastfeeding” by the following sub-categories: Troubleshooting, Read Up, and Timeline. We also incorporated tags and icons to make finding articles easier and more inviting.
- Ecommerce Development
- User Experience