Transport for London (TfL) struck their first ever sponsorship deal for its ‘Baby on Board’ badge with notonthehightreet.com, with the online marketplace developing a range of products using the badge and Tfl Palette as a starting point. The sponsorship agreement, worth £420,000, meant any expectant mum would receive the catalogue when collecting their baby on board badge, with up to 130,000 handed out every year. Phi.Studio art directed several product shoots for the product page, as well as replacement shots for tha catalogue. Creative Direction (and catalogue art direction) by Corinne Caddy-Townsend, catalogue design by Daniel Forni and shoot styling by Yvonne Achato. Photography by Neil Mersh and Lisa Castenger.