Branding | Identity | Print | Social
Looking to expand its free personal nurse program, Bright Start, the South Dakota Department of Health enlisted us to develop a brand that would resonate with at-risk, first-time moms, and a campaign to launch the program state-wide. After interviewing Bright Start moms, nurses, and providers in South Dakota’s Native American reservations, we learned that at-risk, first-time mothers are surrounded by doubt. Whether that’s coming from people close to them, the programs vying for their attention, or from within. Bright Start is the antithesis of that feeling.
The new brand and “A Bright Place to Start” campaign helps moms feel supported, heard, and encouraged from the start. It lessens the overwhelming feelings about caring for a baby by primarily focusing on pregnancy support. The goal is to give moms a softer place to start while establishing a relationship with their own personal nurse. The campaign focuses on the first step expectant moms can take to start building confidence while also introducing some bright ideas to new moms. It breaks down being a first-time mom into small, actional steps and makes use of “bright” and “start” in different ways to reinforce the new brand.
