Jo Zasloff has been a midwife for nearly 20 years, and though she’s always welcomed the curiosity children express around birth, she found there was little “age-appropriate material” around to explain what her role involves. Existing literature was “sweet but often outdated” or centred on a very narrow view of birth, so Zasloff has teamed up with designer Claudine Eriksson (co-founder of W—E studio) and illustrator Haein Kim, to create the picture book Midwife, Wha?!, a playful, inviting introduction to the world of midwifery.  

“I wanted to make something joyful, modern, and inclusive – something parents would actually be excited to read with their kids and also leave out on their coffee tables,” she tells CR. Aimed at children aged one to ten, readers are led by the voice of a “fun, approachable midwife named Jo” and are taken behind the scenes to learn about on-call life, home births, postpartum visits and all the “meaningful work midwives do”.

“When I was expecting my second child, I was searching for children’s books about homebirth I could read to my firstborn. I could not find any books that resonated with me content-wise, as well as visually,” adds art director Eriksson on the origins of the project. “I asked Jo for recommendations (Jo was the midwife for both of my births), and she said she also felt this was missing, and that she had written a first draft of a book she wanted to make. After many conversations, we decided to make this book together.” 

A key driver throughout the project has been for it to feel inclusive to all, so gender-inclusive pronouns are used in reference to clients, simple language engages young readers and the overall tone of voice is “fun and open rather than prescriptive”. “Birth touches everyone, but the way we talk about it has historically excluded so many people, whether by using gendered language, centering only one type of family, or ignoring gender diversity,” says Zasloff. “Accessibility to me means every child seeing a reflection of their family, or at least a door open to the idea that families and births look many different ways.” 

To bring Zasloff and Eriksson’s vision to life, illustrator Haein Kim was brought on to make the images as inclusive as the words. “We thought a lot about body diversity, skin tones, and the environments we depicted. We wanted kids to see homes and families that felt familiar, but also to encounter new images that expanded their sense of possibility,” Zasloff explains.

“At the same time, we were careful to keep things playful and age-appropriate – lots of colour, warmth, and humour, without being overly anatomical or intimidating. The visuals had to carry the same message as the text: birth is powerful, but it’s also approachable and safe.”

Kim’s work is bold, surreal and witty, and each spread has been hand-drawn with coloured pencils and she’s paid particular attention to detail, pattern and colour. “We play a lot with scale, extreme proportions, and unusual perspectives and compositions full of unexpected details, mimicking the curious way a child sees the world – without preconceived ideas on gender, sexuality, race, and ethnicity,” says Eriksson.

One of the main challenges of the project has been the “sheer amount of decision-making”. “Everything from word choice to the weight of the paper we used felt significant, because the book is introducing an idea to families that may not have been visible before,” notes Zasloff.

“And of course, self-publishing through Nettle Wellness Press meant we were learning every step of the production and distribution process from scratch. It was a real group effort! It was a lot, but also really educational and empowering.”

Nettle Wellness Press was formed between Zasloff, Eriksson and Kim because they wanted full creative control over the project and to “align the publishing process with the values of [Zasloff’s] midwifery practice”. 

“A children’s book felt like the right first step, but I’d love to keep expanding into more books, or even other objects, especially ones that connect to bodies, health, or simply bring joy into daily life,” says Zasloff. “My dream is for Nettle Wellness Press to be a home for thoughtful, inclusive, design-forward creations, whether that’s a book, a kit, or something totally unexpected.” 

Midwife, Wha?!, published by Nettle Wellness Press is available now; w-e.studio; haein-kim.net