Mums Matter Psychology
- Olya Black
- Apr 1
- 5 min read
Updated: Apr 2
Rebranding and Website for a Perinatal Mental Health Service
Mums Matter is a perinatal psychology service offering mental health support before, during and after pregnancy. When Dr Frances Bilbao, the founder and clinical lead, reached out to us, the request seemed simple on the surface: update their website in order to bring clarity and order.
From the first call, it became clear that this would be much more than a clean-up.
The existing site had grown over many years — and it showed. Pages had been added reactively, sections duplicated or half-connected, services layered on top of each other without a clear structure.
Practitioner profiles (dozens of them), referral forms, service descriptions, conditions, blog posts, podcasts, external resources — all lived in their own corners. Nothing truly worked together. Internally, this lack of structure made it hard to manage the site and scale the organisation. Externally, it created confusion at exactly the point where users needed clarity and trust.
Discovery that changed everything
During discovery, we talked not just about the website, but about the organisation as a whole: its history, values, structure, audience, and vision. It was clear how much heart and care had gone into the work — and just how much more powerful it could become with the right framing and system behind it.
Although Frances hadn’t initially planned to revisit the brand — she was more or less fine with how things looked — we opened the conversation early. From our perspective, it made no sense to rebuild the site without addressing the foundation it stood on. Once we explained how brand clarity would influence the structure, user experience, content, and long-term growth, it quickly became clear that this was the right starting point.
We also guided Frances toward protecting the brand we were going to create — including registering her trademark — something she hadn’t previously considered, but immediately recognised the value of.
Scoping the unknown
We didn’t know everything. But we knew we’d figure it out.
This was one of those projects where it was genuinely impossible to define the full scope up front. Even to estimate the work, we had to begin doing it. The site was built with dynamic content — multiple databases, collections, and conditional logic powering a huge range of pages. Just identifying what existed, how it was connected (or not), and what needed to be rebuilt was already a significant piece of work.
We were looking at:
Services, all structured differently
Dozens of individual team pages
A comprehensive list of psychological conditions
Forms and processes for multiple patient types (new, current, returning)
A pathway for professionals interested in joining the service
A separate experience for external practitioners making referrals
Supporting resources: books, webinars, podcasts, blogs, and external platforms
And it wasn’t presented as a system. It was just… all there.
We won’t pretend we knew what was coming. We didn’t. But we trusted the process, and we trusted ourselves to navigate it. We made an initial proposal based on what we could see, knowing full well we were only scratching the surface. And yes — we went beyond it. Way beyond.
Branding that says what it needs to
We weren’t here to invent a personality. It was already there — strong, grounded, and full of purpose. Our job was to make it visible. The new logo is built from two M’s — the brand’s initials (Mums Matter) — forming a structured crown. Simple, intentional, and quietly expressive. It stood for strength, care, sovereignty, self-worth. Because parenting, birth, recovery, grief — it’s all massive. And the women going through it? Queens.
Then came the brand statement: Due to you
Three words that carried everything we wanted to say:
Due as in due date
Due as in what you deserve
Due to you — because of you, thanks to you, for you
Short, grounded, layered — exactly the kind of tagline that doesn’t beg for attention but quietly owns it.
As for the colours, we steered clear of the usual office dullness, corporate tones, and the predictable blues and pinks often associated with child-related themes. Instead, we chose something fresher, and, without even realising it, we seamlessly incorporated the Colour of the Year, Future Dusk, into the palette. Funny how that worked out — our instincts clearly knew what they were doing.
The visual system followed the same logic: clean, calm, structured, with warmth in the right places. The crown mark didn’t just sit on a logo. It ran through the entire brand book — and later, the site — like it belonged there from the start.
We’re not shy to say it: we love this one. Because when something clicks this cleanly, you don’t overwork it. You just build around it — and let it do its job.
The website: clarity, complexity and the joy of structure
Once the brand was in place, we moved to the next part — building a site that could carry the full weight of what Mums Matter does — and do it well. This wasn’t the kind of project where you draw a neat sitemap and follow it. It was more like piecing together a structure from fragments — gradually, thoughtfully, with constant questioning: what belongs where, who needs this, how does it all connect? Each decision shaped the next. No autopilot. No guesswork.
The homepage became the anchor — not because we wanted to say everything at once, but because this practice genuinely does a lot, and it needed to be visible. We focused on clarity: services, clinicians, conditions, pathways in and out of care. Content-heavy areas were folded into accordions. Related elements were grouped and sequenced to guide people through. Everything was structured to be found — and understood.
The main menu lives in a hover interaction — a static layout would’ve overwhelmed the page. Most of the site is powered by databases — services, clinicians, conditions, blogs, resources — which means it’s scalable, consistent and easy to maintain. We designed it so that future updates won’t break the system.
The filtering system — where users can search for clinicians based on conditions, focus areas and availability — was the most technically demanding part. It cross-references multiple datasets and returns precise, usable results. It took time, testing, and our developer’s full attention — but it works: fast, accurate, simple for the user.
We worked in weekly calls with Frances, tracked every detail, reviewed every step. It took months — and a lot of focus — to get it right.
And now:
Users can find what they need without confusion
Referrers have a reliable process
The internal setup is stable and manageable
And Frances finally has a site that matches the scope, standard and ambition of her work
And it made everything that follows possible
For Frances, this project unlocked more than a better-looking site. It gave her the tools and structure to keep growing — to onboard new clinicians, expand her services, simplify internal processes, and communicate clearly with every audience she serves. It gave her back control over something that had long outgrown its original shape.
And for us — this was a real shift too. Not just in scope, but in how we saw our own work. Because this project confirmed something we already suspected:
We know how to think through chaos
We know how to lead clients through complexity
And we can build things that don’t fall apart
It challenged us in all the right ways. And it reminded us — we’re not just ready for more. We’re already doing it.
