How the Yukon Government brought expecting families and medical practitioners together
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Overview
In January 2021, the Yukon Government implemented a regulatory framework for midwifery, establishing a publicly funded service. The Yukon Midwifery Program is a care team that provides pregnancy, labour, and post-birth care for families in Yukon. This program ensures safe, accessible, and fully funded care before, during, and after birth.
Challenge
The Yukon Government needed to develop a distinct brand identity that effectively represented the new program and resonated with families seeking midwifery services.
Solution
MBDC created a logo that evokes associations with nature and birth, distancing the brand from a faceless, bureaucratic image. We chose a broad colour palette grounded in earth tones to appeal to pregnant individuals, their partners, medical practitioners, and family members.
