Bringing Medela closer to mums

Where we started

Medela was a vacuum technology company making breast pumps, with the ambition to become a lifestyle solution brand for Millennial mums. With a new brand line and vision – Mother’s Milk Everyday Amazing – they tasked us with finding ways for them to make this a reality for their teams, their consumers and their partners.

The journey

We knew Medela needed a new brand identity – verbal and visual – that would get every part of their communication ecosystem working hard and consistently to reinforce their new position. Cue a new set of brand guidelines, a new tone of voice and distinctive graphic elements that would give them immediate standout on shelf and in channels.

Our next move was to overhaul their owned channels – a quick audit and a complete makeover. We reorganised and repurposed their existing content and bolstered it with some fantastic knowledge that was hidden in the organisation to create a content experience that mirrored the stages of pregnancy through to birth and infancy. To truly refresh the experience, we shot a library of new brand imagery – diverse mums, babies, products and feeding shots that lived up to the new tone, character and mission of the brand.

We were on track. We had built a strong foundation and a set of brand tools, the final piece of the brand repositioning was to activate every part of their content ecosystem.

Changing the direction on such an established brand takes a demonstration of commitment. We worked with the Medela Knowledge team to create the world’s most robust, insightful and entertaining resource on the amazing lifechanging capacity of breast milk.

Introducing the Amazing Science of Mother’s Milk content campaign. A series of animations, GIFs, social posts, print collateral and at its heart, a 13,000 word ebook, feeding every question, concern and late-night Google search mums-to-be have about breast milk.

Play Video

Where we are now

A fully activated new lifestyle position in 13 markets around the world. A strong, consistent, mumcentric voice for the brand, fully embraced by teams and partner agencies.

Amanda Roberts

Office and Finance Manager

Amanda is an experienced Office and Finance Manager with a track record of keeping the content, design and marketing industry ticking.

She ensures that we deliver our projects on time and on budget, and that we’re all having a lovely time while we’re at it! 


Resident Pooch

Leya is our resident Spanish Water Dog. Friendly, loyal, with a routine you could set your watch to, she embodies so many of the values we hold dear.

But more than anything, she inspires us to be good.

That’s why if you click the doggy link below and make a donation to Battersea Dogs & Cats Home, whatever you pledge, we’ll take off your eventual bill when you work with us.

Handan Erek


Handan has been in creative content production for over ten years, working with household name clients across multiple industries. 

She is a master at creating communication channels between the creative team, clients services and stakeholders. She cares deeply about understanding our clients’ needs, producing user-centred content and achieving optimal creativity and profitability in every project. 

Harps Bhopal

Senior Account Director

Harps has over 20 years of communications experience spanning across advertising and brand development.

He’s worked in many industry sectors that include automotive, healthcare, tech and financial services. He brings a sign of reassurance to clients through explaining the various stages of a project and builds their trust and confidences.

Jamie Stanley

Head of Content

Jamie is an imaginative brand storyteller with a decade of experience working with some of the world’s fastest-growing brands.

He has played a key role in generating engagement, audience and revenue growth for household names and emerging startups alike. His approach blends penetrative, eye-catching copy and content with smart, scalable process for maximum impact and sustainable success.

Jonathan Crawford

Creative Director

Jonathan has spent the last twenty years working for a variety of advertising agencies and digital marketing companies in the UK, Europe and most recently South East Asia. 

His expertise lies in brand strategy, campaign development and conceptual copywriting, proven by the several international creative awards under his belt.

Lara Caspersonn

Account Executive

Lara’s extensive background in influencer talent management and digital collaboration make her perfectly suited to building strong relationships with our clients.

A trained anthropologist, her deep understanding of human behaviour and cultural patterns are invaluable in helping the Keel team help modern brands communicate with their audiences.

Vicky Plum

Graphic Designer

Vicky has a great passion for branding in both traditional and digital media.

She has a huge amount of enthusiasm and understanding of the visual language of our audience. Her passion for film, website design and animation as well as experience in Photoshop, Indesign and Premiere make her a key team member for creative and design needs.

Chris Hart

Creative Director

Chris is a real creative all-rounder, with over 20 years of experience transforming brands all around the world.

He has a history of thinking his way around business problems, through visual and creative solutions that really bring brand experiences to life. He’s awarded at Cannes and D&AD, and adds a wealth of knowledge across all media and brand sectors.

Stephen Bass

Design Director

Stephen is a designer with 25 years of brand design and implementation experience.

He came to Keel from Interbrand NYC and worked with Keith on the Volvo global identity in 2002. He has a keen interest in helping clients understand the design process and why we’ve made the decisions we have, bringing as much objectivity to the process
as possible.

Jonathan Jewell

Creative Lead

Jonathan’s 30 year career since then has taken him all over the world, living and working in LA, Atlanta, Nairobi and London.

In that time he’s developed a wide range of skill sets beyond just design and has managed large campaigns with multiple channels where the ability to direct shoots, photography as well as implement a creative vision across multiple assets is key.

Keith Crook

CEO + Executive Creative Director

Keith is our strongest advocate for brand and communications working together.

He excels at strategic thinking, concept origination and art direction. His experience spans UK tech and finance start-ups through to global brand development for brands such as Visa and Volvo Cars – where he was the global brand creative director.