Healthy Moms Healthy Babies America (HMHBA) is a national maternal health campaign backed by Heartland Forward, working to cut preventable maternal deaths in the US. Working alongside AD Clare Dandrea, we were brought in to build the brand and develop positioning.

I led the copy and tone of voice with ‘Do It For M♥ms’ as the flexible call-to-action, and suggested the fingerprint as the starting point for the brand mark: a personal, human texture for a campaign about the people behind the statistics, which the design team developed into the finished heart-in-America device. I also developed the tone-of-voice framework: Start with Joy, Tell the Truth, Point the Way, giving the wider team a practical way to handle a genuinely difficult subject (an 87% preventable death rate) with warmth rather than alarm.

The purple colour system (red and blue combined) reflects the campaign's non-partisan positioning on an issue that shouldn't be political.

Tone-of-voice guidelines available on request.

HMHBA has since launched nationally, with founder Olivia Walton appearing alongside bipartisan governors on NBC's Meet the Press — a campaign built on the same non-partisan spirit we designed for from day one.