Moms Supporting Moms
The Belly Art Project | Blakely Ventures
EVERY MOTHER COUNTS
The Belly Art Project is part book, part movement, and part celebration of the mother in all of us—the beautiful, creative, inventive spirit that connects everyone.
Created by Sara Blakely, founder of Spanx and the Sara Blakely Foundation, just before the birth of her first son, this gorgeous, sometimes hilarious exercise in elevating the amazing physicality of the pregnant body with paint, props and trompe l’oeil magic morphed from a family photo opp into a full-blown cause for mothers everywhere via a partnership with Every Mother Counts.
More than 100 moms-to-be bellied up to the cause, including celebrities like Kate Winslet (mother of three), and Milla Jovovich (mother of two) as well as everyday women from all over the world.
The centerpiece of this project was a 200-page hardcover book published by St. Martin’s Press which soon became a New York Times bestseller. Proceeds from the sale of this book helped fund Every Mother Counts.
SCOPE OF WORK:
Logo and Visual Identity System Development
Photography Concept and Art direction