Myself and fellow graphic designer Louise Austin, were asked to produce information booklets and guidance cards that would offer a visual guide in safer sleep advice in a style that would lend itself sensitively to the subject and not appear cold, clinical or too complex. With this in mind, we developed a concept that used loose flowing illustrations and a playful display font. Working alongside their recent name change (formerly FSID), we created an overall style that created an inclusive and informal feel, moving away from the formality of FSID and toward a warm, non-judgmental support group in The Lullaby Trust.