Brand Identity Intensive
Local Maternity Thread
In collaboration with Amy Leo, Mom and Aid Worker
The Challenge
Amy Leo launched Local Maternity Thread (@localmaternitythreadtakoma) as a neighborhood-based initiative: a free maternity clothing closet operating out of a storage bin in her alley. Like a little free library for maternity clothes, the project offered dignity, sustainability, and generosity, but lacked visibility. To grow the impact of her vision and encourage replication in other communities, Amy needed a clear, friendly brand identity that would resonate locally and online while communicating both the mission and the warmth behind it.
The Approach
We began by uncovering the heart of the project: Local Maternity Thread meets real needs—offering quality maternity clothing to those who might not otherwise access it—while also reducing textile waste through a circular economy model. The brand needed to reflect this intersection of generosity, sustainability, and everyday beauty. Our creative direction prioritized clarity and approachability, while also offering a hint of elegance that honors the significance of pregnancy and community care. Accessibility and legibility—from an Instagram avatar to an alleyway sign—guided the design decisions.
The Solution
We designed a cheerful and feminine brand identity that could thrive in both digital and physical spaces. At its center is an original logo mark: a threaded letter M that doubles as a location pin—a nod to the hyperlocal nature of each closet. The M’s wide stance mirrors pregnant hips and its curves feel soft and welcoming. A custom “ea” ligature in the logotype subtly references an infinity loop, symbolizing the continual sharing of clothes and stories.
The color palette uses jewel tones that feel both warm and elevated, appealing to the modern parent. A friendly, approachable typeface system paired with clear brand guidelines ensures that as Local Maternity Thread expands, it remains consistent and compelling. From logo and typography to layout and tone, every detail was designed to help Amy’s vision grow beyond a single alley and into a replicable, impactful model.
The Impact
The new brand identity gave Local Maternity Thread the credibility and visibility it needed to grow. With an identity that feels both neighborly and thoughtful, Amy is now equipped to not only expand her local closet but to inspire others to open their own. The project has begun attracting more attention, more donations, and more engagement—positioning it to make a meaningful difference in reducing textile waste and supporting pregnant people with dignity and care.