This all-encompassing publication is a reflection of the truths, journey and liberations of birth; an opportunity for mothers to express their individual paths into motherhood, rawly capturing both triumphs and tribulations, it is a space to carry this sacred time with pride and share their strength as a woman for generations.
When approached by owner Jackie with the concept of Aerlum, we were immediately drawn into the potential of the brand and its course towards becoming the non-conventional baby book, placing onus on the mother and her journey both pre- and post-partum, it is a representation of the modern relationship and ideal of motherhood.
Our Approach
Credits
Photography: Morning Swim Studio
Illustration: Max McCall
Illustration: Max McCall
MWC were a part of the Aerlum conception from its first stages, working with Jackie on brand strategy and naming development prior to our full scope identity design, packaging, digital design and of course, publication development. It was crucially important that we maximised the unique niche in which Aerlum found itself and properly communicated this when launching.
Our Approach
MWC were a part of the Aerlum conception from its first stages, working with Jackie on brand strategy and naming development prior to our full scope identity design, packaging, digital design and of course, publication development. It was crucially important that we maximised the unique niche in which Aerlum found itself and properly communicated this when launching.
Credits
Photography: Morning Swim Studio
Illustration: Max McCall
Illustration: Max McCall
In Summary
The publication is indeed the hero of the consumer journey when experiencing Aerlum. Printed and produced entirely in Australia by female led businesses and bound by hand, the raw linen cover and pearlescent foiling is a subtle ode to the complexities, beauties and unravelling of birth. Internally, we’ve opted for a duotone design with large format typographic graphics interspersed that work from both an aesthetic and functional standpoint, allowing the reader to pen their story on premium stock to ensure their story is there, long term.
