THE MIDWIFE CENTER

MY MOM IS AWESOME

Since 1982, the certified nurse-midwives, nurse practitioners, and nurses of The Midwife Center for Birth & Women’s Health have cared for thousands of clients and their families. The Midwife Center provides exceptional, personalized, client-centered care while focusing outreach efforts on communities who experience poor health outcomes in order to have a more significant impact on improving the health of people in the region. As The Midwife Center expanded its physical space in 2017 to become the nation’s largest birth center, it also launched an integrated rebranding that was designed by W|W. The rebranded Midwife Center better reflects the organization’s commitment to keeping high-quality care accessible and affordable to its diverse clientele, positions it as one of the leading birth centers in the nation, and as a model for safe, personalized care both locally and nationally.

The comprehensive rebranding included the design of a new visual identity & logo, seal, stationery system, marketing collateral, narrative, brand style guide, advertising, merchandising & apparel, environment/decor, art direction of photography, website, social media templates and more. The Midwife Center’s new look is positive, warm, welcoming, versatile, and modern.

BRAND PALETTE

The Midwife Center's visual branding system includes several important components that all work harmoniously with the logo to create a unique identity. A flexible and powerful canvass was designed by integrating a strong, vibrant color palette with typography and images. Custom photography with Midwife Center clients and their families helped ensure authenticity across branded signals. 

DIGITAL MARKETING CAMPAIGN

With awareness of The Midwife Center’s breadth of services still limited, the challenge was to reach people looking beyond traditional prenatal and gynecological care, while challenging misconceptions about who midwifery care is for. Leading with what makes The Midwife Center different- its people, personalized approach to care, respect for autonomy, and unique patient experience, W|W developed an integrated digital marketing strategy to build awareness, challenge perceptions, and generate qualified leads. Across Meta, TikTok, and Google Paid Search, the campaign connected audiences with custom landing pages and lead forms, creating a direct path from discovery to action. 

The creative explored several themes, including a myth-busting series in which midwives and patients speak directly to camera about their experiences while addressing common misconceptions. The result felt less like advertising and more like a personal recommendation. A second direction focused on the experience itself, using photography, animation, and motion graphics to bring its people, spaces, and distinctive environment to life.

From strategy and planning through creative, implementation, monitoring, optimization, and reporting, W|W managed the campaign, continually refining the work based on performance.

The results were significant: with a limited paid media budget, the campaign generated more than 2.5 million impressions and drove 16,000 visitors to the website. Most importantly, 29% of campaign-generated leads ultimately became Midwife Center clients, demonstrating the power of connecting the right audience with an authentic, differentiated story and a clear path to action.

MARKETING COLLATERAL

The brand system was deployed across all touchpoints, including marketing brochures, stationery & business cards, office forms, reminder postcards, apparel, buttons, totes, and more.

WEBSITE

While it is hard to beat an in-person experience at The Midwife Center, its digital connections with clients and other stakeholder groups are critical. W|W helped the organization implement the rebranding across the primary digital channels, including the website, social media (landing pages and templates), and Mailchimp e-newsletter. The responsively designed website is powered by BlokBlok CMS, a Ruby on Rails + JavaScript content management system.

MARKETING SYSTEM

As part of the rebranding, W|W designed a set of advertising templates that can convey a variety of messages across multiple media. The templates leverage the brand toolkit and deliver impactful creative in traditional, non-traditional, and digital formats.