Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Strategy + Verbal ID + Messaging
Mothers today are navigating burnout, stress, and the invisible weight of holding it all together. Yet most brands focus on helping them care for everyone else. Mavie is changing that with personalized wellness made for their world.
To tell that story, Forner built a brand with editorial edge for a new generation of mothers—digitally native, design-minded, and less tethered by traditional gender roles. From brand strategy and identity to in-app creative direction, we helped mothers reclaim wellness, moving past impossible standards to a sustainable sense of care.
Mothers deserve more than survival mode or the pressure to “thrive”. Our positioning — wellness reimagined for modern motherhood — is an invitation to reclaim wellbeing on their own terms, and a commitment to meeting the real demands of motherhood with equally powerful support.
The brand vision — a future where motherhood is free — appears in all-caps throughout the identity, giving the copy a sense of mission.
The brand voice balances confident editorial sophistication with emotional warmth, feeling more like a fashion brand than a parenting app.
The tagline "For Modern Motherhood" makes Mavie's audience unmistakable.
Brand language is chosen with intention: using "mother" and "motherhood" exclusively distances Mavie from the cloying "mom" and "mama" marketing that saturates the category.
The manifesto juxtaposes the demands of the outside world with the inner sanctum of Mavie.
The app experience brings that vision to life, feeling less tech and more like a daily retreat.
While sisterhood and brotherhood evoke belonging, motherhood can be isolating. "Join The Motherhood" is a rallying cry that reframes the word itself, inviting Mavie mothers into a sense of shared identity, like members of a club. As a teaser and CTA, it builds anticipation while encouraging actions like email signup and membership via app subscription.
The witty launch campaign line "Self Center" intentionally flips the script, reframing self-focus as a worthy wellness goal.
DESIGN: KATI FORNER /// STRATEGY+VERBAL ID: ALLISON DOBKIN