Goal:
The gynecology clinic “Dochki-Materi” (Dochi-Materi) approached the Ohmybrand agency to create original merchandise for its patients—mothers-to-be, women who have recently given birth, or those simply undergoing regular checkups.
The clinic’s slogan is “a different kind of gynecology,” which signifies a gentle approach to treatment based on attentiveness and care, where doctors strive to help rather than scare. Ohmybrand was tasked with developing vibrant merchandise that would reflect the brand’s philosophy and encourage women to share it on social media, encouraging them to get checkups and take good care of themselves.
What we did:
During the project, we developed six concepts, of which we ultimately settled on one—the idea of roles and suits. Every morning, a woman listens to herself and chooses which role she prefers: Queen Mother, Diamond Lady, or Mother at the Peak. Her life is full of surprises, she lives “as the cards fall”: today she’s a majestic Queen, tomorrow an adventurer like Alice in Wonderland. Or all three at once. We came up with phrases, visual design, and added wordplay. We also created funny and stylish stickers.
Queen Mother, Diamond Lady or Lady of the Heart – who are you today?
This aesthetic was deliberately chosen; we wanted to maintain the delicate humor and bright, eye-catching illustrations reminiscent of poster art and vintage. The ladies are depicted in flowers or on runways shaped like wine glasses, adding a touch of daring to the concept and further captivating attention: this merch makes you want to wear it, discuss it with friends, and laugh at the aptly phrased quotes.
Result
The merch is currently in active use and available for purchase. It echoes the silhouettes of women in the clinic’s interiors, blending harmoniously and seemingly continuing the theme.
OMB Quote:
“The work process was very exciting. The Dochki-Materi team gave us complete creative freedom. Working on a sensitive topic is always a challenge. We believe we managed to present this important stage in a woman’s life with humor and also make visitors fall in love with the new merch.”
Quote from “Dochki-Materi”:
“We’re thrilled with this project. First and foremost, because it’s very authentic and truly creative. I think that’s what branding should be like :)”
works
client
team
Creative Director — Nadezhda Parshina
Art Director — Yulia Zhdanova
Designer — Margarita Akimova
Project Manager — Marina Tikhonova
release
3D — Danil Volozhanin
Animation — Anastasia Panarina
Management — Alexandra Pershina
