Building a brand for our Brand Labs 2019 winner.
We first met Ceri Gillett back in 2018 when she applied for Brand Labs with her then business, This Welsh Mother. She got to the interview stage and we loved her concept, but ultimately she didn’t make the final cut. Having been so impressed, we offered Ceri a brand workshop in order to further talk through and refine her ideas, and in the process...managed to completely annihilate her business. ...
Following what has become a somewhat iconic designdough quote, “Joe Brown killed my business”, Ceri decided to apply for Brand Labs again in 2019 with a revitalised company, a more structured and cohesive service, and a truly reinforced sense of confidence in what she was offering. We were wowed and she was crowned our Brand Labs 2019 winner.
Mubo is a friendly and accessible network that gives women the skills, support and conﬁdence they need to grow a business alongside motherhood. Its ultimate goal is to create a community of parent entrepreneurs who see that they are capable of running a brilliant business that works for them and their family.
As with all Brand Lab winners, Ceri got the full designdough brand and web-package experience. After hours of in-depth brainstorming and workshopping, we started to build the brand strategy from the ground up and soon realised that the name wasn’t working.
Full transparency: it took us what felt like FOREVER to think of a name. There were so many great potentials, but none felt perfect… until Mubo. It was snappy, playful, memorable and somehow felt like a community.
The design that followed took Mubo’s core values into full consideration.
You can have it all | Empower each other | Create opportunity | Make it work
We’d explain Mubo as the very best of both worlds. On the one hand, it’s established, experienced, knowledgeable and assertive, so we chose muted pastel tones that weren’t too playful, and a clear, legible font for any copy used.
However, at the heart of Mubo is fun, celebration and freedom to be yourself. Mubo isn’t shiny or glossy and doesn't pretend to be. The brand had to feel relatable, authentic and welcoming, so we had fun with the logo. We took the strapline ‘Welcome to the Juggle’ and used it as our inspiration to create four uniquely designed letters that almost look like they’ve been thrown into the air. Here's what Ceri had to say:
“I never had any fear about handing over the reins to the DD team. I would have let them do the whole thing with me blindfolded, that’s the difference when you work with a team like this. They understand me & they understand the business so when the first round of design concepts came back, I picked one instantly and actually really liked every single one they sent over. I know that Mubo is ready for its future and it will all be based on the work we’ve done together. I’m thrilled with it.”
We’re currently in the process of building a beautiful, functional website for Mubo and can’t wait to share it.
Check out Ceri’s Q&A with us on her Brand Labs winner experience, and how she feels about the final result.