Branding a movement for athletic mothers

Services included brand identity design, brand strategy, creative direction and social media template design

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Ūkaipō needed a brand identity that could launch a movement, not just a business. The founder wanted to challenge stereotypes around motherhood while celebrating athletic, ambitious mums with thoughtful nods to her Māori heritage woven throughout.

Starting from scratch, we built a bold brand system rooted in strength and culture. The design stands out in a motherhood space that often leans soft and muted, balancing modern empowerment with authentic cultural influences. The design project included:

• Complete visual identity and brand strategy

• Adaptive logos that works across events, packaging, and apparel

• Social media templates for easy, on-brand content creation

• Flexible design guidelines to support growth

The result is a brand that positions Ūkaipō as a movement from day one. Confident, culturally grounded, and ready to grow. It gives the founder a strong foundation to build community and shift the narrative around what it means to be an active, ambitious mother.