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Lift Like a Mother****** campaign
A newborn baby is lifted by their mother an average of 50 times a day, this is during recovery from pregnancy and childbirth, with little to no sleep and managing a household and family
How Coach Used Storytelling to Connect with Gen Z
The Coach brand has a long history of high-quality design and leatherwork dating back to 1941 when the brand was founded in New York.
Amazon Kindle Books Campaign
Amazon Book’s recent global campaign “Bring a Book to life” centers on storytelling, the power of imagination, and the thrill of world building as a reader.
Why we all need a summer full of Whimsy
My explore pages across various social platforms lately have been full of “Whimsy”.
Lily Health, "Never Over"
Eli Lilly’s “Never Over” campaign draws a parallel between Olympic sports and scientific research.
Uber Eats Knows Exactly How to Use a Viral Moment
Not many brands can leverage and understand the power of cultural timing quite like Uber Eats demonstrated with their campaign featuring the Beckhams.
Why Oatly’s Bike Thru Is a Masterclass in Designing Around Consumer Behaviour
Sometimes the most effective marketing isn’t about changing consumer behaviour. It’s about recognising the behaviour that already exists and designing around it.
The Gap in Care for/ What's Missing for Women's Mental Health Care
Mental health care and mental health struggles are often packaged and discussed as an individual wellness issue, rather than a systems and access issue.
Mothers Day Campaigns , what some brands got right
According to the National Retail Federation, consumers spend an average of $248 during Mother's Day.
IKEA’s “FRAKTA Point of You” Turns an Everyday Bag Into a Storytelling Device
IKEA’s beloved and iconic blue tote bag or FRAKTA ( Swedish for ‘to freight’) is widely recognized as a staple of the brand. It has been used creatively by Ikea shoppers for the over 30 years and has been in the Ikea range.
For Mothers Day- Mothers want the Motherhood penalty addressed
Every May, conversations around motherhood tend to center on celebration.
Girl Scouts of the USA's New Brand Campaign, "Find Whats Within"
On April 28th, 2026 Girls Scouts of the USA or (GSUSA) announced its new national brand campaign, “Find What’s Within.”
New Amazon Logo / Brand Identity
The new logo for the Amazon takes a strikingly literal approach to place-based branding, using aerial imagery of the region’s waterways to form an entire alphabet.
The Role Volunteering Played in My Life and Work
I’ve been thinking a lot about the different places we learn who we are and for me, volunteering was one of them. Non-profits…
Amy Schumer Stars in National Perimenopause Campaign with Midi Health
“Welcome to your ‘midi’ midlife health class. Just when you think you had your body all figured out- BAM, perimenopause!
It’s Time for Workplace Policies to Catch Up to the Reality of Miscarriage
Northern Ireland recently became the first country in the UK to give a woman and her partner two weeks of paid leave if they experienced a miscarriage at any stage of pregnancy.
Why modern poetry thrives on social media and what marketers can learn from it
Poetry has long lived in journals and notebooks and paperbacks for the masses. Poetry as oral form likely even predates most written text as it is believed to have been sung and likely resembled hymns to remember things like history, genealogy and law.
Bayer Global health campaign
“Over 1.5 billion women worldwide experience women's health issues, yet too many accept this suffering without realising it’s impact on their everyday lives”
Is Having a Vision Board Really Necessary?
The vision board has long been a gold standard of intention setting. Cut-out images, carefully curated quotes, aesthetic layouts, an entire visual representation of the life you’re working toward.
What Brands Can Learn From Airbnb’s Cultural Marketing Strategy
Some of the most innovative ads can be simple in theory yet powerful in execution.