Millie Clinic
Role Freelance designer, brand consultant, PM
Industry Healthcare
Millie is a modern maternity clinic that combines midwifery-led care, doulas, and OB-GYN support with a robust app-based curriculum to provide more complete and proactive care. I modified their visual strategies, adjusted their social templates, and created crucial patient facing documents.
Brand strategy | Content strategy and information design | Marketing design and collateral | Infographics and data visualization | Long-form content
SETTING THE STAGE
Millie developed an identity prior to my joining, but being a startup with limited budget they did not have an internal brand manager aligning the application of the visual strategy across touch-points. Upon review of their standing collateral and templates, I found the graphics to be busy and often cluttered. And after speaking with their social manager and a few care takers, it turned out I wasn’t alone.
Style guide and brand organization
I was tasked with taking Millie’s collection of brand assets and consolidating them into an easy-to-use style guide, as well as building out some rules instructing the team how to use (and not use) the logo.
THE PROBLEM
Millie provides hands-on support in every aspect of the pregnancy journey. Including an extensive care team, frequent checkins, classes and information guides, support groups, and community. I was tasked with designing some patient-facing documents to help new patients navigate all the moving parts. However, I quickly discovered that the content was tacked together haphazardly from different sources without a clear strategy or architecture.
Patient-facing documents
THE SOLUTION I stepped into an unofficial PM role, immediately aligning all stakeholders to a new process and timeline. Then, I restructured the content into two congruent reference guides; the Millie Maternity Handbook and Pregnancy 101. The founder and I worked closely to re-write, consolidate, or expand each section before bringing the care team back in to get their input and final approval. Finally we tackled design, creating two easily digestible and visually approachable, information-dense packets.
This document provides the bulk of the information. It lays out Millie’s uniquely holistic care model, explains how each piece works together, provides a timeline with corresponding documents, and tells patients what to be prepared for.
This document is intended to be light, refreshing, and very easily digestible. It should convey that maintaining a healthy pregnancy is easy and manageable.
Back to work infographics
THE PROBLEM Many first-time-parents express a lot of anxiety around returning to work, whether they plan to breastfeed exclusively or introduce formula.
THE SOLUTION Every situation is different and there is no one-size-fits-al solution. So we created two simple infographics designed to break down what’s important and help guide parents through the planning process.
Branded reels
THE OBJECTIVE Millie wanted to produce social media reels that break down studies relevant to reproductive and maternity care in the US and cover commonly asked questions surrounding pregnancy – on a small budget.
THE SOLUTION I created four branded animations in Canva and a master template library their digital content manager can pull from. I also worked with them to establish best practices for instagram reels.
Social media layouts
THE PROBLEM When I began working with Millie, they already had a visual strategy for social media posts and a set of built out templates. However I, and their digital marketing and social media manager, did not think it was working as well as it could be. Primarily, it felt very busy and overwhelming which means viewers on Instagram are going to keep scrolling on.
THE SOLUTION I helped them to revise and simplify that strategy in order to present a more coherent and professional front. We then worked in weekly batches in order to effectively set them up with a new set of social media templates, while additionally reviewing figma (and design) tips and best practices. Ultimately, the goal was to enable their digital manager to be entirely (or almost entirely) self sufficient.