Mothercare continued its relationship with NB Studio by asking it to create a graphics system to be used across point-of-sale, online and internal signage. NB Studio commissioned children's photographer Stefano Azario, and the imagery was combined with witty copy by St Lukes, aiming to capture the attention of parents. In the Mothercare Oxford Street flagship, NB Studio framed the store's 92 catalogues from 1961 to today.