Royal favour from the Princess of Wales more than a decade ago catapulted Seraphine onto the global stage, leading to global category domination, with flagship boutiques from Beverly Hills to Paris.

But pregnancy culture is always evolving, and a new generation of mothers in their late 20s and early 30s weren’t engaging with Seraphine in anything like the same way their older friends and sisters had. With fresh investment and new C-suite line-up, it was time for the brand look forward, not back.

We repositioned Seraphine as a culturally-fluent, aesthetically-intelligent creative powerhouse – the aspirational lifestyle authority for a generation of women who are all-in on their transition into motherhood, but refuse to compromise their personal style during pregnancy.

Brand repositioning: an ambitious reimagining of the brand’s future, building new strategic foundations to support the brand through its next stage of growth. Brand platform: a new organisational vision + brand platform that challenges traditional maternity tropes and expectations: life changing style. Audience mapping + sizing: Tomorrowism’s proprietary global audience mapping, sizing and segmentation approach, merging machine learning with cultural anthropology. Brand design: new logomark and a more elevated, more confident, more differentiated brand world + visual/verbal codes. Brand behaviours: a fresh set of signature acts and deeds that put Seraphine where the heat is in its category. Company culture/engagement: cross-business education and embedding to support the success of this org-wide reset.