In a nutshell
Website design refresh proposal including user experience testing with additional email marketing as well as direct mail comms including a welcome pack and new product marketing.

The brand and the brief
Pfizer asked us to look at the repositioning of SMA Nutrition as the go-to brand for mums and mums-to-be. I assisted in creating a new idea for the brand, ‘We’re mums too’, which played on the knowledge and empathy that SMA can utilise, just knowing that someone has been there can increase the likelihood of you taking their advice. This new idea roll out included a photoshoot to update photography throughout the website and communications to fit the new positioning. We created a website proposal as well as two direct mail pieces following the same idea.

The devil is in the detail
I began by learning all I could about SMA (during this time I learnt more about babies, giving birth and breastfeeding than I will ever need to know). I assisted in the ideation of the ‘We’re mums too’ idea and then led the project once the idea was in place and created a website refresh from wireframes to design. This included a complete understanding and overhaul of the structure of the website (which included six stages from pregnancy to toddler and numerous categories and topics under each one). The new site showed more information in a better form of navigation which increased the usability of the website. The new positioning along with the new photography meant the site was more engaging, had more useful content and was easier to use. I then assisted in the user experience testing of the original site vs. the prototype of the proposed website. This proposal did not see completion as delays incurred from the Nestle takeover of Pfizer. The HTML email that sat under the same idea, however, did see the light of day with my design being distributed across the SMA mailing list.
I created two direct mail pieces, one of which was a welcome pack, this was similar to the current branding as the new positioning had not been rolled out but was more useful, easier to understand and came with loose information sheets for new mums to carry with them. The other DM was a piece that promoted the new Tetris pack designed for feeding on-the-go I created a die-cut DM the shape of the pack to showcase it’s unique design. Over 400,000 were delivered.