PROJECT.02 / 07
Print Design / 2024
Healthy Pregnancy
A spiral-bound pregnancy journal for healthcare provider Thrive Tribe and its digital wellbeing brand Gloji — turning fragmented clinical advice into a warm, daily-use companion for expectant mothers.
Medical advice during pregnancy is often fragmented and overwhelming — half a dozen leaflets, a midwife's scribbled notes, and a handful of half-remembered NHS pages. Gloji, Thrive Tribe's digital wellbeing brand, needed a tangible extension that distilled all of it into something expectant mothers would actually reach for every day.
The brief had three layers: simplify clinical complexity into something approachable, establish enough trust to feel expert yet empathetic, and unify five distinct health pillars — Nutrition, Movement, Sleep, Mind, and Alcohol — under one cohesive visual system.
// Spiral-bound so the journal lays flat on a counter or table.
I built the visual language around one tension: the journal had to feel trusted without feeling cold.
For the editorial direction, I moved away from the typical clinical layout — dense text, stock imagery, hospital-white backgrounds — toward a warm companion feel. A sunny palette, rounded typography, and considered photography reposition the journey as achievable and positive rather than a medical obligation.
The format decision mattered. A standard perfect-bound booklet sits closed on a shelf. I specified spiral binding so the journal could lay flat on a counter or table, which opened the door to interactive tracker sections where mothers log weight and progress session-by-session. What started as a static booklet became a personal journal.
Not clinical advice. Lifestyle support.
// Each pillar opens with its own colour, icon, and photography.
// Weight-tracking spread — designed to be filled in week by week.
// Spread detailing Alcohol in Pregnancy — sensitive guidance, no judgement.
The journal transitioned Gloji from a digital-only service into a physical staple, shifting user perception from clinical advice to lifestyle support. All five health pillars now sit under one recognisable visual banner, and the weight-monitoring and habit-tracking spreads measurably increased participant engagement with the wider programme.
Feedback from Thrive Tribe's maternal health pathways was strong. Mothers reported using the journal daily, and the format has since become a reference point for how the brand extends into physical touchpoints.