Motherhood Maternity
Motherhood is the largest designer and retailer of maternity apparel offering a variety of maternity, nursing and postpartum clothes and products. Responsible for a complete site redesign and design direction of digital touch points.
Category Pages
These pages were redesigned with the new visual direction and flexible components to accommodate merchandising changes, testing and contextual commerce to help guide the user through their pregnancy journey.
Marketing and Content Pages
Designed marketing pages to highlight A Pea In the Pod and Branch & Twig which were being rolled into the Motherhood Maternity umbrella. Also created editorial templates and shopping guides to support the new community content.
E-Commerce
Redesigned product detail and product list pages to improve usability, include opportunities for content and to provide a special template for Branch & Twig to maintain the unique branding.
Motherhood 2.0
Shortly after, Motherhood was acquired by Hatch Collective and the brand made another pivot. The new direction was to evolve the heritage brand to focus on basics and core wardrobe for maternity. The target was a younger, stylish and pragmatic audience. Responsible for redesigning the e-commerce site, including a more modern visual direction and UI, new features, design system, universal elements and checkout.
