The Organization of Teratology Specialists is a University of California, San Diego physician research group. The organization also has a consumer-facing service providing pregnant women with information about toxic exposures during pregnancy. It’s easy to imagine that the name Organization of 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 our key audience segments. The agency then developed 15 names. MotherToBaby was selected by the client. The agency then went into extensive design, developing numerous logos. The design goal was to support the name by illustrating the harmonious connection between mother and child.
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