Beyond Nine

Beyond Nine logo over a photo of a woman modelling a jumpsuit from the brand

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’.

Their Thing: Live in it
Woman in a khaki jumpsuit jumping through grass with the sea in the background
Three phones displaying posts from the Beyond Nine instagram, each using a combination of brand imagery, illustration and typography
A close up of a packaging box with a white label wrapped around the edge, with the Beyond Nine logo printed on
A close up of a white sticker with the circular Beyond Nine logo embossed into it
Front and back of a clothing swing tag, the Beyond Nine icon logo is embossed/ debossed into each
An image of a pregnant women stood in the sun, with the words 'Live in it' surrounding her
A streetside billboard with the imagery from the brand campaign and the headline 'Live in it'
Brand postcards with imagery and messaging listing things to do in your clothing
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.”

Naomi Raybould