As a new initiative by the Mercy Health Foundation, Pram Jam was created to encourage participants to walk their pram to raise funds and awareness for the Foundation.

A brand identity was required that would resonate with the target audience of mothers and fathers, and create a visual point of difference from similar established charities.

The solution was an exciting, playful brand that pivoted around the use of a set of warm, interchangeable pastel colours that reflect the ideals of movement, positivity and nurture.