Beyond Nine

The context

Beyond Nine’s founder Naomi doesn’t believe in maternity clothing. Why are women expected to buy a whole new wardrobe they don’t like and can’t wear again after the baby’s born? Her answer to this: pieces anyone can wear – before, during, and after a pregnancy. With a baby, or without. After huge success and a growing cult following, Naomi needed a new brand to scale up her business and set her apart from any copycats on the scene.

‍

We worked closely with Naomi, creating a brand and campaign that not only reflected every customer’s life stage, but that established Beyond Nine as its own retail category. This isn’t ‘matwear’, it’s ‘everywear’.

Woman in a khaki jumpsuit jumping through grass with the sea in the background

An image of a pregnant women stood in the sun, with the words 'Live in it' surrounding her

Lots of Instagram stories from women and influencers using the Beyond Nine hastag 'Live in it'

“Working with That Thing has been a really pivotal moment for Beyond Nine. Being a small business that has started to grow quite rapidly, I needed an agency that could take everything that was in my head, and turn it into a succinct brand story and purpose tied together with brilliant design. That Thing totally got Beyond Nine and were able to hone and focus who we are and what we stand for. Our brand now sits at the heart of every decision we make and has helped us to gain more momentum behind the brand.”