It looked like a hugababy (the ring sling) but they also had a wrap sling - there are loads of different sorts of both types. This www.thebabywearer.com is a good site about the range of slings available...
I am the one that did some modeling for the sling featured on 'Bringing up Baby'
(see the link below from Diasy)
There is a bit on the website about Claire Scott - she designed the sling with her business partner.
The sling is so fab, really comfy and can be worn many different ways for babies from birth up to 2 years old.