The Challenge
The Young Midwifery Leaders (YML) Programme is an initiative of the International Confederation of Midwives (ICM). It is a two-year professional development programme for early-career and executive midwives around the world. Its goals are to develop the next generation of global health advocates, strengthen midwives' associations, and equip young leaders to work for gender equality, human rights, and sexual and reproductive health and rights (SRHR). The design challenge was to move away from clinical, sterile healthcare imagery. YML needed a distinctive, bold identity that felt youthful, activist-driven and credible, one that would earn respect in global policy forums while staying inviting and accessible to grassroots health workers under 35.
Our Approach and Solution
We focused on custom typography and deliberate visual metaphors, building a design framework that represents growth, global community and political advocacy.
Designing a Multi-Layered Emblem
Logo Design and SymbologyWe created a custom logo that brings together generational care, life and forward movement. Human-centred shapes sit alongside global network lines, to show midwives working across borders to tackle global health challenges.
Establishing a Striking Typographic Voice
Typography SelectionTypography anchors this project. We paired a bold, confident, highly legible sans-serif for titles, which carries conviction and advocacy, with a clean, warm secondary font for programme materials. Together they keep policy briefs, research papers and digital campaign headlines clear and credible.
Creating an Action-Oriented Palette
Visual Brand SystemWe moved away from the usual clinical blues and purples. The brand colours are vibrant and built around warmth, vitality and human rights advocacy. The brand guidelines apply them consistently across certificates, global research templates, presentation decks and social media toolkits.
The Outcome
YML now has a distinctive, recognisable identity for a programme with real global reach. A confident logo, a clear typographic voice and one consistent visual system help the programme's young leaders be taken seriously at international policymaking tables.
Project gallery.
Country Lodge Zambia
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United Gypsum Investment Limited
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