Keep Company

Founded in 2019, MotherNation started as a direct-to-consumer group coaching organization for moms. In small Circles, these women found community, built skills and resilience, and came away transformed. When the Covid-19 pandemic turned the working world on its head, MotherNation pivoted, selling in to employers who wanted to support their employees facing the greatest pressure: working mothers. The results were phenomenal, and it was time to scale.

In early 2022, we partnered with founders Adrienne Prentice and Claudia Naím-Burt to define the future of their business, expanding the model to all working parents and caregivers. They needed a new name, a new identity, and a new way to tell their story.

Inspired by the clarifying, detoxifying, and regenerative power of the sun, we envisioned a brand world dappled with light – sustainably illuminated. We were inspired by the idea of Powering a more enlightened world, driving personal, organizational, and systemic change.

The new brand name, Keep Company, was inspired by the collective nature of the product itself, as well as the employer benefits of retention – literally the ability to keep their company by supporting employees as whole people, enabling a more fulfilling existence.

Our partner Design Hungry translated this vision into a bold wordmark with close-knit letterforms and a period at the end, turning the brand name into a declarative statement of intent and an invitation.

From crafting employer-facing messaging to creating a rich and dynamic website with partner agency Inkling, we worked closely and iteratively with Adrienne and Claudia to tell the new brand’s story in a simple and compelling way at every turn.

“We are so grateful for our partnership with the Cider Team on this project. We were defining so much in real time, and they were incredible at finding a balance between being thoughtful and keeping things moving. Certainly felt like they were an extension of our team during this crazy and critical time founding the business. We were so appreciative of their rigor, commitment, and candor. Thank you Laura and team, for being such an instrumental part of our first chapter as Keep Company!"

Adrienne Prentice & Claudia Naím-Burt