An evolving collection of ideas, disciplines, projects and perspectives.
Medley connects the dots.
An evolving collection of ideas, disciplines, projects and perspectives.
Medley connects the dots.
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Hello
Full Service Rebrand
2023
40 Weeks
Becoming Mother
Project Overview
40 Weeks engaged Medley to evolve their brand into one that could hold the depth, trust, and scale of what the platform had become. The objective was not to abandon its origins, but to create a brand system that reflected the growth of the offering and could support future expansion across education, community, and long-form content such as a podcast and book.
The rebrand needed to feel steady, reassuring, and expansive, capable of supporting women through one of the most sensitive and transformative periods of their lives without prescribing a single narrative of pregnancy or motherhood.
Project Type
Rebrand & Reposition
Services
User Research & Analysis
Content & Copywriting
UX/UI Design
Development
Maintenance
Support
Teams Involved
Medley
Other / Tech?
Photoshop
Illustrator
InDesign
Canva
Maragsa
Font Family
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A blend of esoteric ancient wisdom
Navigating myths and dogma on the journey to motherhood.
Forrest
Font Family
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modern science & organic parenting
Navigating myths and dogma on the journey to motherhood.
The Challenge
Pregnancy and birth exist at the intersection of medicine, culture, belief, and fear. The 40 Weeks audience was arriving overwhelmed: inundated with conflicting advice, unsolicited opinions, and systems that often left them feeling disempowered, anxious, or unsupported.
The challenge was to design a brand that could hold complexity without becoming confusing, and authority without becoming prescriptive. 40 Weeks needed to communicate trust and expertise while still honouring individual sovereignty, choice, and intuition. It had to bridge modern, science-based guidance with ancient and embodied wisdom, without falling into dogma on either side.
Visually and verbally, the existing brand no longer reflected the maturity of the work or the depth of the relationship being formed with its audience. The rebrand needed to create a sense of safety and calm, while also signalling that this was a serious, credible source of education and support rather than a lifestyle aesthetic.
The Strategy
Our strategy was grounded in the idea that empowerment does not come from telling women what to do, but from shaping an environment where they feel informed, supported, and capable of making their own decisions.
We developed a brand system that prioritised clarity, slowness, and emotional resonance. The visual language drew on organic forms, vintage botanicals, and editorial-style imagery to create depth and timelessness, reinforcing pregnancy as a rite of passage rather than a problem to be solved. This allowed the brand to feel both grounded and expansive, capable of growing alongside its audience.
Messaging focused on reframing pregnancy as a nourishing, sovereign journey. Rather than positioning 40 Weeks as an authority above the mother, the brand speaks beside her, offering guidance, education, and reassurance while honouring her autonomy. The result is a brand that feels less like instruction and more like support: steady, informed, and deeply human.
Business Pillars
Providing clear, science-backed education while cutting through noise, myths, and fear-based messaging so women can feel confident rather than confused.
Expanding the range of options available to women, beyond mainstream or purely medical narratives, and reinforcing sovereignty over their bodies and decisions.
Supporting physical, emotional, and mental wellbeing through nutrition, movement, stress management, and toxin reduction, recognising pregnancy as a whole-body experience.
Building credibility through transparency, expertise, and reliability, creating a sense of calm and reassurance during a vulnerable life stage.
Fostering connection and resonance so women feel supported, seen, and less alone throughout their pregnancy journey.
Positioning pregnancy as a meaningful, transformative threshold, deserving of reverence, slowness, and care rather than urgency or optimisation.
