“As a woman-led company dedicated to mothers, we’re familiar with the emotions that come along with the many stages of pre- and postpartum life. The Fourth Trimester might just be the most challenging one, as once the baby arrives, the focus quickly shifts from mother to newborn.

Quite often the needs of mom fall by the wayside. With this in mind, we wanted to create a collection of cozy, stylish, functional underpinnings that would make the transition from pregnancy to motherhood a little bit easier.”

— HATCH founder & CEO Ariane Goldman

Fourth Trimester & Intimates campaign launch shoot, Spring 2020.

Ariane’s Letter to the HATCH Community ahead of the launch.

“Coming Soon Fourth Trimester” email, Spring 2020.

INTIMATES & FOURTH TRIMESTER

For the launch of our Fourth Trimester “After Baby” Collection + Intimates category, I was lucky enough to work under Kathryn Bain’s Creative Direction. She directed the photoshoot and proposed a beautifully curated and systematically coherent brand guide for this specific marketing campaign.

I worked on the creative team that helped design and execute this much anticipated launch. Once our baby (After Baby!) was out in the world, we designed multiple email campaigns and deviations based on the initial creation. The collage lead, handwritten details made this a very successful & fun design project to throw ourselves into!


To this day, this is one of my favorite collaborative projects to be a part of due to the beautiful imagery, interesting layouts, & design-first marketing.

“Introducing Fourth Trimester” launch email.

Example sections from HATCH Intimates emails, showcasing the use of flats within marketing collateral.

UNDERPINNINGS FLATS

For the After Baby Collection I project managed and organized a photoshoot to capture our underpinnings selection as useful marketing flats. As the art directed on set, I worked directly with the photographer & stylist to display our 4th Trimester assets in the best possible display. After the shoot, I gave retouching direction and coloration direction to receive the final images with high quality results.

The creative team then used these assets to display our marketing initiatives throughout emails with interesting layouts and design presentation.

Single item breakdown email “The Essential Pumping Bra” with detailed product notes and flats usage.

After Baby & Intimates Packaging, Spring 2020.

INTIMATES PACKAGING

I worked closely with the CEO to develop the collection’s aesthetic across all elements of wrapping & package development. We created a designed organic cotton muslin pouch with hand-stitched pink embroidery and loose woven ribbon. I also assisted in designing printed collateral, the “Intimates by HATCH” introductory notecard as well as the separately designed informational product hangtags. Separately, I lead design, illustration, and pushed through approval on the 4th Trimester Nesting Bundle. I collaborated directly with our vendors, Kathryn Bain, & our CEO to finalize all packaging.

On a more personal note, I incorporated my love for artisan craft by hand-painting the design for the watercolor tissue paper which is now used across all company shipments.

FOURTH TRIMESTER
EMAIL MARKETING

HATCH’s Email Marketing team was a large aspect of the creative team’s initiative. Our customer base for this specific brand was continuously growing and changing based on newly pregnant peoples and brand new mamas. Because of this constant evolution of our audience, we made sure to keep them up to date and aware of all of our product offerings. Especially with our problem-solving-specific solution product pieces within the Fourth Trimester; each item needs to be clearly and coherently marketed on a semi-regular basis.

We curated and designed a variety of single item emails, overall category emails, and specific After Baby edit emails to thoroughly layout the Fourth Trimester ready-to-wear solutions. Our marketing goal is to consistently showcase thoughtfully designed, solution-based maternity wear for every stage of pregnancy + motherhood.



“The best first trimester through nursing bras and maternity lingerie. HATCH's maternity Intimates feature leak-proof breastfeeding pregnancy bras and soft nursing underwear designed with functional details in luxe feel-good fabrics. Our sold-out Skin To Skin Bra is back in stock and it’s (almost) as good as being naked. Best-sellers include favorites like the Essential Nursing & Pumping Bra and Everyday Nursing Bra, also known as your 9-5 nursing go-to.”



Right, an assortment of different product emails.

Far right, an example of a collection sweeping newsletter which highlights the best sellers and sectioned out by category.

Fourth Trimester Categories email.