CHALLENGE: Re-brand On Chic Baby Clothing to speak more to millennial mothers and create a space that supports them.

STRATEGY: Millennial moms are overlooked and expected to strive for perfection. These pressures create a hectic life on top of being a mother, and can lead to mothers missing the best parts of motherhood. On Chic wants mothers to embrace this messiness and look for joy in these moments.

CREATIVE: Executing this strategy meant speaking to mothers in a way that was open and honest while also creating a community that made mothers feel noticed without feeling the need to be perfect. We updated the brand’s voice to be soft and reassuring, yet savvy and ambitious. This was manifested through On Chic’s social media channels and billboard placements throughout the Subiaco business district in Australia