Yukon Government
How the Yukon Government brought expecting families and midwives together
MBDC created a brand for the Yukon Midwifery Program that feels human rather than bureaucratic, with a nature-inspired logo and a warm earth-tone palette.
Challenge
In January 2021 the Yukon Government brought in a regulatory framework for midwifery and established a publicly funded service: pregnancy, labour and post-birth care for Yukon families, safe, accessible and fully funded. A new program needed an identity families would trust. Government branding rarely feels like the right voice for one of the most personal experiences of someone’s life, and this brand had to bridge that gap without losing its place inside the wider system.
Solution
We designed a logo that reaches for nature and birth rather than bureaucracy, and chose a broad palette grounded in earth tones so it speaks to everyone in the room: pregnant people, their partners, family members and the practitioners caring for them.
Results
The program has a face that feels like care rather than paperwork, and a palette that sits comfortably on a clinic poster and a brochure in a kitchen drawer. It reads as part of the Yukon Government without sounding like it.
