NUE PARENTING CO.
Navigating new beginnings with new parents.
Nue Parenting Co. helps new parents navigate new beginnings. Backed by a team of experienced Doulas, clinicians, and parents, Nue’s digital resources offer 24/7 on-demand access to a wealth of knowledge and expertise, making it easier for new parents to care for their newborns and themselves.
As a certified Doula and proud parent of two, Nue’s founder, Morgan Barber, knows how challenging the fourth trimester can be. She wanted to create a platform that could lighten the load and partnered with EightySeven to develop a friendly, down-to-earth brand identity that would appeal to first-time parents in need of some extra love, care, and guidance.
Our Services
87BrandLaunch
Brand Strategy
Visual Identity
Verbal Identity
Be a friend to new parents in need.
As soon as new parents walk out of the hospital with their newborn, they’re pretty much on their own. Morgan designed Nue to change that. Whether it’s juggling check-ups, learning how to change diapers, adjusting to new sleep schedules, making time for self care, or something else entirely, Nue Parenting Co. is the service you can call on at a moment’s notice.
We needed to develop a warm, welcoming brand identity that spoke to the experiences of new parents and showed them they don’t have to do it all on their own.
You care for them, Nue cares for you.
Morgan had a vision for the company. EightySeven had a plan to help her focus that vision and develop a brand framework to make it a reality.
We took Morgan through our 87BrandFocus workshop to align on a core strategy for Nue’s brand and establish the visuals and voice that new parents could connect with. Our findings throughout this workshop informed all of the creative decisions that followed. Ultimately, we all agreed that Nue needed to focus on caring for parents so parents could prioritize self-care and be the best caregivers possible for their newborns.
Brand Focus
Brand Vision
Brand Goals
Brand Personality
Brand Voice
“Working with EightySeven was by far the best decision I've made as a new business owner.
They made a very daunting process extremely enjoyable, motivating and fun!”
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They really dig deep into your thoughts, forcing you to think out loud and bring your vision to life in a much better way than I could have done on my own.
When starting a new business, first impressions go a long way and I'm confident that my future customers will feel a positive connection to our brand because of EightySeven's work.
The team went above and beyond exploring and researching areas they may not have been familiar with from their own experience which made me feel like they cared more about just designing my brand, they learned and believed in it!
I'm EightySeven's newest unofficial hype girl. I will recommend working with them 11/10 always.
Morgan Barber, Founder & CEO of Nue Parenting Company
Speaking to the experiences of new parents.
No matter how prepared you think you are, becoming a parent for the first time can be an overwhelming experience. So much is new, and as wonderful as it can be, it can also be extremely stressful.
We worked with Morgan to develop a friendly, relatable brand messaging that connected with parents by speaking to the common experiences and emotions they often go through. We dialed up the authenticity with a voice infused with a touch of wit and humor, and focused on providing parents with reassurance and validation across touchpoints.
Brand Voice
Brand Story
Brand Tagline
Headline Constructs
Key Brand Language
Brand Voice Guidelines
A look to honor the journey.
As a new parent, you learn and grow in new ways every day. That journey inspired the Nue identity system.
The brand icon doubles as an abstract flower that blooms like the parents Nue supports. The rounded edges of the wordmark mimic the curves of the icon in a welcoming and approachable way. The shapes of the logo also inspired the brand’s supporting icons and patterns, connecting the brand’s identity and expressions seamlessly.
There’s chaos and beauty that comes with being a new parent. Every day is different. Our brand pattern aims to capture that same feeling, leveraging different colored shapes and orientations. Together, they illustrate a fusion of harmony and chaos.
Because Nue caters to both mom and dad, the color palette needed to feel both masculine and feminine. The dark green also connects with the idea of growth, adding depth to the brand palette and helping the brand stand out against competitors.
The photography style was designed to be relatable, highlighting the beautiful mess that comes with parenthood. This art direction comes to life through messy hair, comfy clothes and funny moments, avoiding anything overly posed or polished.
Brand Visuals
Logo Systems
Typography
Color Palette
Photography Treatments
Icon Design
Design Systems
Visual Guidelines
