2022 AMI Online Salon

Fetal Development in the Womb

Project Details

  • Entrant Name:  Joanna Culley
  • Client: Preggers App by Stroller Life
  • Copyright: Joanna Butler, 2018
  • Medium/software used: Pencil and Photoshop
  • Final presentation format: Mobile app
  • Primary Audience: Expectant parents in Sweden

Project Description

An innovative start up team called Stroller Life developed an app called ‘Preggers’ to provide an educational and daily guide pregnancy app, to become the ‘free go to app’ for any expectant parent. The client were a Swedish team, and the app was to be released just within Sweden to start with. The purpose of this set of illustrations was to provide a weekly engaging visual of a growing child in the womb to accompany the weekly text and data displayed within the app. The specifications were to create a female that reflected a Nordic culture and heritage. The space for the illustrations were to fit within a ratio size for a mobile app. The female illustrated at the optimum position, to the side, so a cut through could be seen of a developing foetus within the womb. The female’s arms were illustrated as crossed to allow the viewer not to be distracted by the hands or arms. The woman was created as smiling to promote her happiness. The hair was illustrated into a bun at the nape of the neck and not long down her back, so the client could crop the head to make the body of the image larger, if needed, to provide flexibility. The illustrations of the foetal development were carefully researched to ensure clinical accuracy. Included was just the surrounding anatomy for context. The foetus was also illustrated separately to give clarity and context to the viewer as to the development of the foetus during the entire 40 weeks of pregnancy.