The Global Voice of Midwives
Brand Design & Web Design
THE CLIENT
The International Confederation of Midwives (ICM) has been the global voice of midwives and midwives’ associations for more than 100 years. The midwifery model of care is based on respect, dignity, compassion, and the promotion of human rights for all. This includes the right to access quality care from autonomous midwives. Midwives have a broad role in providing universal sexual reproductive health service according to the ICM Definition and Scope of Practice of a Midwife.
PROJECT GOALS
ICM needed a new, evolved brand and website to reflect the energy, compassion, and diversity of their global midwives associations. They sought to establish their credibility as the main authorities on midwifery while providing midwives access to educational resources and connection with their wider community via a member portal. The Friendly team partnered with ICM to build an accessible, resource-rich website to support midwives in nearly every country.
MY ROLE
As the design lead for this project, I was involved in every stage from conception through launch. I led discovery workshops as well as strategy calls finalizing the sitemap and wireframes. The client then tasked us with a full brand project. I created multiple rounds of logo concepts until we landed on our final logo and created a full brand guide. The logo represents and highlights the model of care between a midwife and a birthing person, with the newborn baby at the center. The project then moved into visual design, where I connected the new brand to the existing web materials we had created.
THE WORK
The new website now features a robust research library highlighting the extensive resources ICM has created for their community. The inclusive online hub also includes contrast modes, image variants, and language options that make it easy to engage with critical resources.
This project was honored with a Gold Anthem Award and a Community Voice Award in the 4th Annual Anthem Awards.
View the full site
The International Confederation of Midwives (ICM) has been the global voice of midwives and midwives’ associations for more than 100 years. The midwifery model of care is based on respect, dignity, compassion, and the promotion of human rights for all. This includes the right to access quality care from autonomous midwives. Midwives have a broad role in providing universal sexual reproductive health service according to the ICM Definition and Scope of Practice of a Midwife.
PROJECT GOALS
ICM needed a new, evolved brand and website to reflect the energy, compassion, and diversity of their global midwives associations. They sought to establish their credibility as the main authorities on midwifery while providing midwives access to educational resources and connection with their wider community via a member portal. The Friendly team partnered with ICM to build an accessible, resource-rich website to support midwives in nearly every country.
MY ROLE
As the design lead for this project, I was involved in every stage from conception through launch. I led discovery workshops as well as strategy calls finalizing the sitemap and wireframes. The client then tasked us with a full brand project. I created multiple rounds of logo concepts until we landed on our final logo and created a full brand guide. The logo represents and highlights the model of care between a midwife and a birthing person, with the newborn baby at the center. The project then moved into visual design, where I connected the new brand to the existing web materials we had created.
THE WORK
The new website now features a robust research library highlighting the extensive resources ICM has created for their community. The inclusive online hub also includes contrast modes, image variants, and language options that make it easy to engage with critical resources.
This project was honored with a Gold Anthem Award and a Community Voice Award in the 4th Annual Anthem Awards.
View the full site
Client
International Confederation of Midwives (ICM)
Year
2024
Friendly Design Project Team
Gabi Mechaber, Design Lead
Alicia Schreder, Project Manager
Ross Nover, Creative Director
Ian Hamilton and Kyle Conrad, Developers
Part of the brand process extended to creating additional logos representing all of the regions ICM operates in.
I worked with ICM to create bespoke illustrations used throughout the brand and on the site.
The site features a custom accessibility bar, allowing the user to adjust text sizing and contrast levels.
Wireframes were created to guide the structure and layout of the site, highlighting ICM’s extensive resource content making. It was important to keep information clear and easily searchable for ICM members with limited internet access and technological knowledge.
