Image of a pregnant woman

Safer Pregnancy

The Safer Pregnancy website is an online resource for pregnant women initiated by Stillbirth and Neonatal Death charity, Sands UK, in conjunction with the Department of Health. It has been created to provide a dedicated resource for pregnant women with ‘straight-talking’ information and advice about staying safer during pregnancy.

As a result of focus group research, Sands discovered that women had very particular ideas about the types of content and messaging they wanted to see and hear during pregnancy. They did not want any information about potential risks which they couldn’t do anything about, and they didn’t want to see imagery related to bereavement.

It was felt that the best way to achieve this was via a website filled with positive, empowering, practical and straight-talking information which would encourage women to read and learn more.
    Safer Pregnancy home page
    Image of a landing page
    Image of a landing page

    Project identity

    We worked with the Safer Pregnancy team to create an identity for the project that is upbeat, positive, friendly, clear, straight-forward and non-judgemental. To help achieve this, we stayed away from potentially upsetting photography and took an illustrative approach instead. We created a strong, warm colour palette and a few simple illustrations which resonate with a broad range of women from different walks of life.

    We kicked off by designing a logo for the project which aims to encapsulate the idea of both safety and pregnancy, without being frightening. As we developed a content structure for the site, we also created a few key illustrations – two representing the two key sections of the site along with a couple more. However, it is the content and the messaging which lies the heart of the project. One of the Safer Pregnancy team had invaluable experience writing clear, accessible English and the 'voice' which was created for the project has become a major part of its identity.

    Logo illustration of hands protectively holding onto a baby
    Illustration of a white cloud in a blue sky
    Illustration of bare feet standing on scales (reading 'perfect')
    Illustration of a pregnant woman with a cup of tea

    The website

    The Safer Pregnancy website is informative, friendly, encouraging, non-judgemental, easy to navigate and accessible to all. It's a vital resource for pregnant women, their partners and healthcare workers which provides straight-talking good advice about a difficult subject. 

    Questions and advice page

    Main image (top): Jamie Coupaud on Unsplash

    Back to projects