Power of Mother was a special event hosted at the V&A by mothers2mothers (m2m) — an organisation founded in 2001 to eliminate mother-to-child transmission of HIV, reduce maternal deaths, and challenge stigma through community and education. I was asked to develop a visual identity for the event that could stand alone while complementing the existing m2m brand.

The Challenge

The identity needed to work 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

I 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 — extendable into borders, framing devices, and layered textures. The outer shape radiates positivity, echoing the brand's core value of joy and celebrating the collective strength of mothers across the continent.