Rally 8 million moms around the power of motherhood.

WIC’s network of independent state and local agencies needed to unify

8 million women and children around the country rely on the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) for wholesome food, nutrition, education, and community support. Ahead of a campaign to raise national awareness of this important organization, we created a unified brand for National WIC Association that represented what moms really want: encouragement and support to be the moms they want to be.

  • Positioning
  • Identity
  • Guidelines
  • Website
  • Messaging
  • Collateral
  • Communications Strategy

Building a brand

that united the organization and rallied moms

Creating a visual language

that communicates honestly and shows the real world of parenting

Developing a voice

that offers the support and encouragement moms really want.

connecting moms to a community of support

connecting moms to a community of support

connecting moms to a community of support

how it worked


pieces of collateral have been taken by state-level stakeholders


attended a webinar that introduced the brand

WIC saw a greater than


increase in campaign participation from states with the largest # of potential program participants