Me-Moir: Bringing a beautiful brand story to life

Me-Moir is an online tool that enables you to create an ever-growing photo album of your special memories. Each month, you upload your favourite photos and they get delivered to you as high-quality prints to go into a hand-crafted, customisable album – an album that grows up with you.

The concept behind Me-Moir first came about when founder Alana Swain had two major life events happen three weeks apart: the birth of her first child, and the passing of her grandmother.

Looking through the photo albums that her grandmother had lovingly put together for each of her nine grandchildren, Alana reflected on their significance.

“It really struck me how important those artefacts are to last throughout generations,” she says. “It was such a beautiful legacy for Grandma to have given us.”

As a new mum, Alana wanted to give the same gift to her own growing family. She put together a baby journal from scratch and added to each it each week with updates on family trips, milestones and memorable moments.

When she showed the journal to friends and family, she realised that although people love the concept of an evolving keepsake, most don’t have the time to keep one up-to-date.

“Everyone who saw it said, ‘Oh my god, that’s amazing but I would never have time for that!’ That’s when I realised there’s a gap there.”

Turning a vision into reality

Armed with a great business idea, Alana engaged Little Village Creative to turn her vision into a unique brand identity.

“I wanted to invest in the brand initially because I knew if I did that it would raise the bar on everything else I created from that point forward,” she says. “I could have gone and gotten a pokey old logo from a crowdsourcing platform, but this is important to me and I wanted to do it properly.” 

Our first port of call was coming up with a name that encapsulated the business vision. After a series of workshops, we presented Alana with a shortlist.

“When I first saw the name ‘Me-Moir’, I was like ‘Whoa! That’s amazing!’ It gave me a hundred thousand other ideas,” she says. “Every little step along the way has been so inspiring.”

We also collaboratively developed a brand logo and look book, and settled on Me-Moir’s key brand statement: “The photo album that grows up with you.”

This was inspired by Me-Moir’s subscription-based model, which enables users’ photo albums to develop organically over time – a key point of difference for the business.

“It’s not like creating a Snapfish photo book once a year and then realising ‘Oh yeah, I forgot we had that really great photo on Grandma’s phone! Now how am I going to add it?’” says Alana. “It’s a work in progress. If you put pictures in and change your mind, you can take them out. If you find a great picture and want to get it printed a year later, you can do that too.”

“There’s a whole range of templates to choose from. If you don’t like your handwriting, you can type in your message and have it printed. If you don’t want a full story, you can just have a caption. Or you can have a full blank page and scribble on it to your heart’s content. It’s all customisable.”

The creative journey continues

We’re thrilled to have been a formative part of the Me-Moir journey and look forward to seeing what’s next. In the short term, Alana plans to focus on partnering with the right providers and nailing the user experience before taking Me-Moir to the wider market.

Following that, the sky’s the limit.

“It’s fair to say I’ve got some big, bold dreams,” says Alana. “I was so impressed with the LVC crew’s ability to take my waffly ideas and distil them into a beautiful name, brand principles, logo, iconography and colour palette. The whole process has been incredible.”

“I was placing this project that’s so important to me and family in Carolyn and the team’s hands, and I knew they would treat it with respect. Working with them has been one of the best business decisions I’ve ever made.”

Got a great business idea but not sure what to do with it? Get in touch or drop us a line on 1300 528 680 – we love meeting awesome people!