Expect Maternity

It’s all in the name.

Expect is a mobile maternity software platform that captures and manages maternity patients clinical information.

Faced with expansion into Australia, Expect, then named PatTrak maternity software, tasked Spruik with positioning the brand for users who are predominantly midwives. The first order of business was the name that was didn’t really speak to their target audience. Naming is a process and a lot of factors come into play. After much work and ideation around topics such as, fertility, pregnancy and gestation we hit on Expect. Being descriptive, creative it just ticked all the right boxes for us, the client and most importantly midwives.
What came out of the naming workshop was emphasising the mobile nature of the platform. So the tagline, The Practice In Your Pocket gave the product context and explained it, simply.

 With naming confirmed and signed off, we developed the egg cell logo concept and visual identity to which spoke very clearly to the name.
From here we crafted all aspects of the launch strategy from website and product brochures, to exhibition stands.
The launch was a huge success making Expect the leading Maternity platform in New Zealand and Australia .