Pilar Guzmán and Yolanda Edwards, formerly of the beloved Cookie and now of Martha Stewart Living,
wanted to provide a go-to source for the best advice and products for moms, while honoring mothers are women first. Momfilter was a natural fit and evolution for them, with their access to a wealth of information on issues that really matter to moms and to a community of contributors that were excited to share their knowledge and experience.
Pilar and Yolanda approached us to develop their vision and their ideals into a brand and website in line with their vision for Momfilter: nothing too fussy or flourished. Paul Rand and iconic Swiss designers were our primary inspiration; we created Momfilter’s logotype by utilizing a classic Swiss font, Helvetica, and subtly softening it with a lowercase “m” and “f”. We kept the elements clean and straightforward—to showcase the beautiful photography and inviting copy—and paid keen attention to detail. As a nod to the mom inside the woman, a crayon line separates each section, with a different color delineating each category.
In early 2011, Momfilter launched to much fanfare from the mom and blogger community.