Storytelling with a Purpose

When the creators of JENNAbra, a unique bra designed for pregnant, nursing, and weaning moms, approached us to create some stories about why she created her product, we knew that we were a perfect match. The creator of JENNAbra shared with us the story of her journey to becoming a mom, from tragic loss to absolute joy. She had a product that she knew could make a difference in the lives of so man women, but she needed help telling the story of her product.

We started at the beginning, developing brand identity documents to define the very core of the brand–how does the brand communicate to the world, what does the brand talk about and value, and what is the target demographic that needs to hear this message. Working hand in hand with the JENNAbra team, we developed a voice for a brand that had an important message.

Telling the Story

Once JENNAbra’s voice was established, we needed to capture rich visuals to tell the story of the brand. Thousands of women face pregnancy loss each year, and part of JENNAbra’s ethos was to honor and share the story of those women, and the love that they had for the babies they never held. In moving testimonials, and interactions with moms who had finally reached the joy of motherhood, we captured the journey of mothers as they welcomed a new little one into the world, learned to feed them, and eventually weaned them. The unique product that is JENNAbra was front and center, as the repeating character in the stories of these women’s journeys.

Product Display Videos

Building an Audience

Once the brand’s voice was established, and the stories were captured, we had to get these stories out into the world. We established two primary modes of this–through social media posting and through blogging.

For social media, we built a content calendar that detailed a mix of practical facts and tips for new and nursing moms, as well as testimonials that told relatable stories about various women’s nursing journeys. When accompanied by the photos and videos that we captured, the brand finally reached its destination. It had a powerful voice, with an important message, that could finally reach the world.