To shine a light on women and children in Sierra Leone in the creation of The Aminata Maternal Foundation. Mothers in Sierra Leone face one of the highest risks of maternal death in the world, where 1 in 21 is likely to die in pregnancy or childbirth; 30 newborns die every day and the average life expectancy is just 47. Recent attempts to redress this dire situation have been put back decades by the deadly spread of the Ebola virus which has impacted hardest upon women and children. This new Foundation envisions a Sierra Leone with a healthy and productive population where women give birth safely and live a happy life alongside their children. SML Design has supported the founder, Aminata Conteh-Biger, from the beginning, donating our time and work to help create a strong vision for a cause committed to becoming a force for real change.
Our approach was to highlight the mother with child within a simple strong mark. The founder wanted it to be nurturing and positive, to bring light and a joyful spirit to the cause. The crafted A mark creates the feeling of the mother toward her baby, one of providing comfort and safety to the child within and the vision of that deep connection. The colour palette foundation of black & white gives the depth and strength for the serious nature of the cause, juxtaposed with bright yellow to highlight and bring positive hope and care as well.
The foundation is now in the final phase of establishment to begin its mission to raise funds and community awareness to bring real change to the women and children of Sierra Leone. The Identity has helped to set the scene for the incredible efforts and vision of the founder to bring it to global realisation. From here on, the Foundation and their many supporters will work with people on the ground in Sierra Leone to provide immediate assistance and work towards long-term solutions that will address maternal health issues.