In January 2021, the Yukon Government rolled out a regulatory framework for midwifery to create a publicly funded service. The Yukon Midwifery Program is a care team that provides pregnancy, labour, and post-birth care for Yukon families. This includes safe, accessible and fully funded care—before, during and after birth.
The Yukon Government needed to create a separate brand identity that would represent the new program with the midwifery team and connect with new families.
MBDC created a logo that people would associate with nature and birth, not faceless bureaucracy. We used a large colour palette grounded in earth tones, so the brand would appeal to pregnant people, their partners, medical practitioners, friends and family.