Mother & Baby is the UK's no.1 parenting magazine. Research showed it was trusted and informative, but also that it wasn't considered modern or a treat to read. I undertook a complete design transformation, using informal and contemporary fonts and doodles, a sharper more modern colour-set and more relaxed, natural page layouts. The literal, workshop manual-style imagery was replaced with more welcoming lifestyle photography while I worked hard to maintain an authoritative look. There was an immediate positive impact on sales.