Power of Mother was a special event hosted at the V&A by mothers2mothers (m2m)—an organization founded in 2001 to eliminate mother-to-child transmission of HIV, reduce maternal deaths, and challenge stigma through the power of community and education.

We were asked to develop a visual identity for the event that could stand on its own while complementing the existing m2m brand.

The Challenge

The identity needed to resonate as a sub-brand within the m2m world—distinct, yet connected. It had to capture the joy, resilience, and cultural richness of motherhood in Africa, while honouring the serious mission at the heart of the organisation.

The Idea

We began with extensive research into African pattern-making and symbolism, developing a bold ‘M’ motif that serves as both a logo and a flexible graphic device. The pattern can be extended into borders, framing devices, and layered textures—adding depth and meaning to every application.

The outer shape radiates positivity, echoing the brand’s core value of joy and celebrating the collective strength of mothers across the continent.