The Amazing Science of Mother's Milk

Medela wanted to bring their mission as advocates of mother’s milk to life by helping pregnant and first-time Millennial mums realise the value of their breast milk - and so encourage them to breastfeed for longer.

In an online and social space saturated with breastfeeding and parenting advice, Keel spotted the opportunity to showcase Medela’s unique expertise and heritage by producing an ebook focused on the science of mother’s milk. The main aim was to stimulate engagement – the ebook needed to feel amazing in terms of design, interactivity and navigation, so that mums would want to read and share it. And it had to be mobile first, as 95% of the target audience read content on their smartphones.

Kicking off with a client workshop in May 2017, Keel worked closely with Medela to produce a key facts document that formed the ebook’s framework – a few months later and we’d built 12,000 words of original content around it, written and edited by experienced parenting journalists. But the words were only part of the story: our designers were busy researching and testing wow-factor ways to present this vast content asset in an easily digestible format. The result is an interactive and intuitive digital platform, featuring beautiful photography and animated GIFs.

Every brand is a story that needs telling. Keel are here to help you tell yours more effectively, more efficiently, more beautifully. To the audiences who matter, when it matters most.