How the Yukon Government brought expecting families and medical practitioners together

Logo design
Visual identity book
Brand collateral

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 challenge

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.

The Solution

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.

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A large government/corporate brand might not resonate with people who have specific needs. MBDC will find unique elements that speak to your campaign’s target audience.