UC San Diego Pregnancy Studies

The Organization of Teratology Information Specialists is a University of California, San Diego physician research group. The organization also has a consumer-facing member affiliate service with offices throughout North America, the United Kingdom and Australia that provides pregnant women with information about toxic exposures during pregnancy. It’s easy to imagine that the words Teratology Specialists was not very welcoming for expectant mothers. OTIS retained Wilesmith to rebrand the organization. We conducted extensive exploration and discovery, analyzed the competitive set on an international basis, and conducted focus groups with key audience segments. Based on research findings, the agency developed the brand platform, positioning, and naming options. The names were then tested in focus groups. MotherToBaby was short-listed by focus group participants and selected by the client. The agency then went into extensive design, developing numerous brand identity systems. The design goal was to support the name by illustrating the harmonious connection between mother and child. The project is ongoing as the brand is applied to all touchpoints.