Perinatal Society of New Zealand
The Perinatal Society of New Zealand is a multidiciplinary organization dedicated to the pre- and post-natal health of mothers and babies. While the inclusion of a maternal element was important, the client didn't want to exclude fathers from their cause with anything too feminine.
I came up with this image of mother and child inside a robust S, and created custom Bodoni-style capitals for the acronym, a combination of softness and strength.