34th ICM Triennial Congress Medical Conference Branding, Illustrated

The International Confederation of Midwives (ICM) gives a collective voice to the profession at the heart of women’s health and wellbeing. The 34th ICM Triennial Congress provided a platform to amplify its message through a compelling call to action: One Million More Midwives. With support from the Portuguese Association of Obstetric Nurses (APEO), the vibrant city of Lisbon became the backdrop for this milestone event.

A purpose, a place and people at the core. As we took it all in, a pattern quickly emerged – quite literally, with iconic azulejos adorning every corner – and the idea for our creative concept became clear. Hand-painted and framed within a simple square shape, the traditional Portuguese tiles became the building blocks of a visual language that merged artistry and modularity into a cohesive system, laying the foundation for what came next.

A series of custom illustrations felt like a natural next step: a way to weave in depth and meaning while paying tribute to the cultural heritage of the host country. Drawing on the realities of midwifery, we developed a series of motifs that celebrated the many facets of the practice – from medical instruments and reproductive anatomy to scenes of birth, care and support – brought to life in the distinctive style of azulejos.

The theme carried through to the framework, with the square becoming the modular unit of the entire system, allowing for seemingly endless compositions.
We then layered in ICM’s established colour palette and typography to anchor the new elements in the existing brand identity.

Finally, we started assembling the toolkit – a set of interconnected elements that made it easy for ICM and its partner agencies to tailor assets to their needs, from promotional materials and merchandise to event communications. With over 100 touchpoints to cover, in formats of all shapes and sizes, we prioritised flexibility and freedom, without losing sight of the bigger picture.

Beyond its practical applications, the project became part of a broader conversation – sparking connections, a sense of belonging and, ultimately, bringing a global community of women closer together. We were thrilled to hear how much the illustrations meant to participants, with one attendee even choosing to have one of them tattooed.

A precious reminder of why we do what we do: to make work that means something to the people it reaches. Turns out, designing for good is more than a claim. It actually works.