This all encompassing publication is a reflection of the truths, journey and liberations of birth; an opportunity for mother’s 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 women for generations.


Art Direction, Strategy, Branding, Publication Design, E-Commerce Website Development, Content Creation, Digital & Packaging Design





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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.

MWC were apart 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.

The Publication

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.