Brand and Product Design, Backed by Strategy

Mimsi

Mimsi is a nonprofit that saves lives of pregnant women in Haiti and around the world. With a handful of only 17 volunteers, they save more than 2,000 lives every year. Unlike any other nonprofit, they teach family members and community alike to care for the mothers and babies-to-be. My job was to reiterate that love, care and dedication into a new brand identity system.

Mimsi already had a logo and a website. But they lacked the complete brand system that would transition them from small-time caregivers to full-fledged reference in their field, embodied by pride and hard work. That’s where I came in.

Over the course of a few months I closely collaborated with the founders to breathe a new life into their branding identity and tagline, and to craft an experience that could ensure the recognition they deserve.

Following the delivery of this incredible project, I had the humble privilege of serving as their Creative Director for two more years. My role was to ensure the consistency of their message, both on the web and in real life. The collection of work that follows is a peek at the creative journey I shared with Mimsi.

  • Branding collaterals

Renewed Identity

Challenging the existing logo with a team of designers and potential donors, we were able to unravel the challenges that the nonprofit faces and uncover the true core of Mimsi.

 

The newly established identity shifts the attention from the pregnancy to the fragility of both the newborn and the mother. Beautiful, large scale black and white imagery was used to create an emotional connection ;  emphasized by pictures of real locations, volunteers and mothers, to showcase the raw beauty in the face of adversity.

Design Systems

In addition to the Branding Guidelines, I was also tasked with developing workspace design, conference slides, newsletters, white paper, apparel, mobile clinic solutions and other collaterals. I worked to ensure the modularity of the system, to ensure all reigns on content update for my non-tech-savvy client.

  • Grid of conference slides about the vision, mission, statistics, programs, and projects of Mimsi

The New Website

The redesigned website was designed with the user in mind. It wasn’t just about raising donations. Based on user survey and behavioral analysis, I knew potential donors and volunteers wanted to see results more than well-crafted promises. The emphasis was put on being as real we could, showcasing latest data and real patients. The donation process has been tested, reiterated and improved multiple times to ensure a seamless experience across the platforms.

  • Mimsi's homepage, before and after
  • Ipad held by a female nurse, showcasing Mimsi's app, on which a male doctor point out to results
  • iPhone showing the menu app, and a page about prenatal screening, next to an iPad showing the hero and the menu of the app

“Christophe really made a huge difference for the organization in maturing the brand and making Mimsi visible. We appreciate everything he has done for us and acknowledge him for his passion and verve for our mission.”

W. Tovar, Executive Director – Mimsi

Results

2,623% increase in traffic, 22% decrease of bouncing rate.
136% more engagement, 733% more donations.
$600,000 granted by the Inter American Development Bank.