Positive Parenting
KEYWORDS:
WARM | SOFT | MODERN | ABSTRACT | SIMPLE
FIELD:
BRAND IDENTITY | MARKETING MANAGEMENT | POCAST | BOOK COVER DESIGN | EVENT MANAGEMENT | WEB DESIGN
INDUSTRY:
HEALTHCARE
Adelaide paediatric psychologists, Dr Terence Sheppard and his wife Dr Margaret Kummerow had a mission to reduce the mental health challenges facing our children today and help parents to raise psychologically healthy and resilient children. Terence first came to us with an old book cover that needed promoting. Our first challenge was to redesign the cover and create a brand identity to attract the audience that needed it most. With our help, the Positive Parenting book has influenced Australia-wide, being used within parenting support programs funded by the NSW government. Terence now shares his guidance through his own podcast, co-hosted by MILCO’s Milly.
PROJECT GOAL
Design a eye-catching book cover relevant to the desired audience and connect it to a strong brand identity to promote the mission of Positive Parenting, with supporting collateral, event and podcast management.
CHALLENGE
Having already published their book ‘Positive Parenting - A Guide To Raising Psychology Healthy Kids’ in 2022, they had got their message out but found it wasn’t reaching the right audience and being as successful as they knew it could be. The challenge was their cover art, as well as the marketing, or lack thereof. Their existing cover featured a 16th century artwork and an overall brown colour scheme that gave the impression of this book related to politics or law of the Middle Ages, not educational, parenting advice and content.
Updating this to reach their desired audience of millennial parents, who would either be first-time parents or raising toddlers, was our main challenge, as well as maintaining gender-neutrality to make sure the book, and their brand, was able to help as many different people as possible.
SOLUTION
Positivity has such a connection with the colour yellow so we wanted to avoid this obvious choice, while keeping its warmth and lightness. Without moving into the realms of pink or blue, we felt orange contained the warmth and energy we needed. Using varied tones and soft organic, abstract shapes that were representative of a family huddle centred on a white cover, the new cover art came together to effectively connect with the millennial desire for an attractive design that would look good both in their hands and on the shelf.
We tested the design, as well as alternatives, within the desired parenting community and it was confirmed - light, abstract design is what they wanted. Taking the symbol of family and combining it with a minimalist, clean and rounded sans serif to maintain the welcoming, soft nature of Terence and Margaret, their brand identity was fleshed out.
With consistent marketing management, social media content creation, attending parenting expos and more the projects has caught the ideas of many.
OUTCOME
With their new identity and cover design, the Positive Parenting book attracted a parenting support program funded by the NSW Government, spreading their mission of improving our children’s mental health Australia-wide.
With support from BPR Agency, Terence has been featured in KIDDO Magazine, SA Life, Five AA and other publications.
We helped Terence relaunch his podcast with a successful event in Adelaide’s southern suburbs, bringing his content into the digital sphere. We love the journey Terence and Margaret are on and can’t wait to see the influence they have over the next generation of kids.
LOOKING TO THE FUTURE
MILCO continues to provide marketing support and coordination for the Positive Parenting brand, with Milly working as co-host on Terence’s podcast, and the team planning more events to connect Terence to his audience. We have an upcoming event with them for Children’s Week 2024, helping Terence host a Q&A panel for parents.
CLIENT LOVE
“MILCO the brain behind the Positive Parenting brand. You have exceeded my expectations. I am truly impressed.”
Dr Terence Sheppard, founder Positive Parenting