Moms Up Brand Development and Mobile App Design

Live download: iOS App - Apple Store Android App - Google Play

Industry: Healthcare

Discipline: UI+UX Brand Strategy

Brand Identity

Listed on the mainboard of SGX since 2012, Cordlife is one of the leading providers of cord blood and cord lining banking services in Asia. Cordlife’s market presence spans across six key markets of Singapore, Hong Kong, Indonesia, India, Malaysia and Philippines. Cordlife has recently expanded via strategic interests in Thailand, Vietnam and Myanmar.

Looking to establish a stronger foothold in the mother and child segment, Cordlife launched Moms Up, an every-stage motherhood resource mobile app. Inspired by Cordlife’s vision to help people live healthier, happier, and longer through innovation and technological advancement, Moms Up launched in the six key markets. 

We assisted the Moms Up team in every stage of shaping the brand, from forming the Brand Strategy, developing the Brand Identity, crafting the Brand Applications, Designing the User Experience and User Interface of the mobile app, to Designing the Social Media assets.

“Our Brand Essence is to Uplift the Lives of Moms. That forms the basis of our Brand Name: To Lift Up with smiles & joy; To Thumbs Up recognising motherhood as a rewarding gift; To Level Up with better resources & tools”

“To help women in Asia to be happier moms in every moment of their motherhood journey”

Process: Brand Strategy

We commence every project with a Brand Discovery session where we sit with key stakeholders of Moms Up to extract insights and data such as the intended goals and outcomes for the project. This allows us to prepare materials which we use to discuss in our subsequent strategy exercise.

During the strategy exercise with key stakeholders, we were able to collaboratively derive and define key artifacts such as Journey, Personas, Brand Purpose, Brand Essence, Brand Vision, Brand Values, Brand Personality and Brand Tone of Voice. All these artifacts form the Brand Story, which helps us set a true north in everything that we do for the Moms Up Brand.

Process: Brand Identity

With the Brand Story as our guiding north-star, we proceed to developing the Brand Identity. Our first step is always to create Stylescapes as a brand vision board or visual mood board to define a direction for the Brand Identity.  The visual mood and style is finalised with these 3 attributes:

Approachable

Playful

Authentic

With the Stylescape as our visual guide, we proceed to develop the Brand Identity by adhering to best design practices. After multiple rounds of iterations, the final Brand Identity is made up of a myriad of cheerful imagery such as flowers, hearts, smiles and balloons.

Flowers: represents our belief in positivity and to stay everblooming with grace.

Overlap hearts: represents the inseparable bond between a mom and her child.

Smiles: represents our eagerness to make moms and moms-to-be feel at home, and to bring smiles to them and their children.

Balloons: represents our aim to uplift the lives of moms with fun and laughter.

These imagery are further broken down into Brand Elements, which are used in supporting graphics, motifs and backgrounds. 

To ensure our brand identity works well in different applications and screen sizes, we made sure to craft the logo in a responsive system. The logo adheres to graceful degradation as it retains its distinct and memorable attributes even as it sheds more of its elements in smaller sizes.

Process: UI/UX & Product Design for Mobile App

We proceed into Digital Product Design for the Moms Up mobile apps (Android and iOS) by first commencing on doing UX study & Usability Testing. 

We first seek to define the key users by using a hybrid approach of surveys & user interviews to identify pain points to form empathy maps, user personas, user journey maps and ultimately the problem statement. We followed up with a competitive audit of close competitors in terms of key features, usability and reviews. 

Next we proceed to work on the User Flow, Wireframes and Low-fidelity prototype which we used to perform an unmoderated usability test to observe issues of usability. With the findings, we iterated and created a High-Fidelity prototype to do another round of unmoderated usability test to finalise the UI/UX.

With the UI/UX finalised, we liaised with Moms Up offshore development team on handing off by creating a basic design system documentation.

Process: Brand Applications

In order to visualise how the Brand Identity can be used and applied in real world use-cases, we developed a series of Brand Applications for both print and digital. 

For digital, we prepared the templates in industry standard formats and sizes.

For print, we prepared the templates as production ready files in Adobe Illustrator or Indesign formats.