Local Maternity Thread

Take a Thread. Leave a Thread. Repeat

Mission

Local Maternity Thread helps parents recycle their maternity and nursing clothes in their neighborhoods through operating accessible clothing closets.

OUTCOME

I designed a cheerful and feminine brand identity that made Local Maternity Thread visible online and in the wild.

IMPACT

Helped Local Maternity Thread gain visibility and credibility so that they will have greater impact

THE SCOPE

  • Creative Direction

  • Logo Design

  • Typography

  • Color Palette

  • Brand Guidelines

Amy Leo started @localmaternitythreadtakoma late last summer and needed some visibility. She accepts donations from parents who no longer have need of their maternity clothes and arranges them in a storage bin in her neighborhood for pregnant parents to come take what they need. It's like a little free library for maternity clothes.

The mark is a threaded letter M with a location indicator centered on the top serifs. The logotype is the warm and playful. This makes the brand feel comfortable, what every pregnancy person wants to feel in their clothing.

The jewel tones elevate the brand with feminine elegance.

Amy’s first closet is located in her alley, so we needed to be sure that the brand is legible from the Instagram avatar to down the street.

As we talked through strategy and vision for the future Amy was inspired to look beyond her neighborhood and help others to start closets their own.

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Tapestry