Marketing to moms-to-be: a day planner for expecting women

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Branding and design for Tummy Time's keepsake planner for pregnant women

Family-owned business Tummy Time Publications serves an appreciative niche with its attractive, information-rich day planner: expecting mothers receive the planner free, courtesy of local sponsors. Each day planner includes practical advice on topics ranging from selecting a pediatrician to finding the right daycare, shopping lists for the new baby, places to tuck baby shower invitations, ultrasounds, and photos, prenatal visit checklists, quick questionnaires exploring details like food cravings and aversions during the pregnancy, a calendar with pre-printed stickers to record milestones, a directory of local providers of baby- and mommy-related products and services, and more.

For this project, as with that of Wiggle Giggle Learn, we stayed away from gender-traditional colors pastel blue and pink, instead electing buttery yellows and soft greens as the primary colors, with raisin and sherbet as accents. Unlike Wiggle Giggle Learn, though, Tummy Time elected vector illustrations rather than photos as accents, resulting in a modern, fashionably retro look.

For Tummy Time's business stationery, we used elements from the day planner, adding a small page turn in the bottom right corner of the business cards and letterhead to evoke the idea of the day planner pages.

A fun fact: the tabs, each in the shape of a pregnant belly, grow larger as the expecting mother progresses through the planner.

The result? Armed with a mockup of the entire planner, Tummy Time began visiting potential sponsors... and even during a down economy, sponsor slots were snatched up on sight.

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