Estee, the wonderful Child Birth Educator and Doula behind Philly Hypnobirthing, has been teaching HynoBirthing Classes in the Philadelphia area for many years now in her well established business. When she came to me for a rebrand, she was looking to get a fresh look as she was preparing to start offering Postpartum Doula services in addition to her popular prenatal classes.
With this rebrand, we wanted to really modernize the look and give it a really fresh feel. When I asked her to give me 5 adjectives to describe the brand's desired look, Estee said "warm, modern, youthful, professional, experienced"
With those descriptors, I knew we had to go with something really clean and bright. Estee wanted to continue her current use of purple so we went with a modern colour combination of purple with teal/aqua. The fonts used kept with that clean look, while using a more fun handwritten style script for the "Philly" part of the name - keeping it a bit more youthful.
So often we feel like we need so many decorative pieces to build a look - when really, modern branding is SO often just smart font and colour choices to capture that feeling you are going for. We did add a flower to the business card design to have a bit more design interest to it. We went with a flower to connect with HypnoBirthing's line on the cervix blossoming open like a flower.
In Our Hearts is a pretty special place for so many families in my community. In Our Hearts creates community and connection through pregnancy loss, Stillbirth and Neonatal Death. They offering monthly meetings across Vancouver Lower Mainland and support families through some of the most difficult times of their life.
I don't ever do logo designs only. It is full brand build or nothing. But I had to make an exception with this one. When I designed this logo, my inspiration came from the ceremony of releasing balloons into the air to celebrate a loved one who left us too soon.
If you are interested in running an In Our Hearts in your community, I encourage you to contact Candice and Michelle! They are two people with the biggest hearts I have the pleasure of calling my friends. <3
I spend a LOT of time on my different Facebook groups - specifically ones for Doulas. One of the most common posts that happen multiple times per week are from doulas asking for opinions on their logo or website. They quickly get a rush of opinions but something that is often not touched upon is WHO are you trying to sell to? When I ask who the target market is I typically get one of two responses.
1. I am happy work with anyone! Everyone could benefit from doula support.
2. I don't really know how to figure that out.
Well, both answers are problematic.
1. While it would be great to have a brand that everyone loves, the truth is, if you try selling to everyone, no one will end up buy. Why? Because no one will feel connected to your brand and your message. Buyers are attracted to what they can relate to. And especially in the wellness industry where this work can be so intimate, your prospects need to feel like they are working with someone who understands them.
Keeping focused on an ideal market does NOT exclude other demographics. It simply puts your effort towards those who will make the biggest impact on your business, and the others outside the demographics will follow suit.
2. Trying to figure out your target market can feel overwhelming for sure. What does that even mean really? And how will knowing that really impact your business. Well, everything you put out into the world from your brand is all connected to your target market. PLEASE don't start your branding until you have at least figured out who you want to work with. You may end up wasting time and money in the long run.
Figuring it out who you want to work with though doesn't have to be so difficult. Follow the guide below to discover your ideal market.
When answering these questions, you want to stop and think about the people you connect with the most and the type of work you are most interested in doing. Often that is going to be a reflection of who we are because we have an easier time understanding people who are similar to us and therefore be able to support them in their journeys. They will likely have similar values and beliefs that you do. This of course won't be the case for everyone, but for most, it is a great starting point.
Step One - Getting the Basic Demographics Down.
You will want to focus in 2-3 of these core demographics and then include another 2-3 of these as secondary. Once you figure out your core - then you will have an easier time building the full picture of your ideal markets Psychographics.
Psychographics are basically more of WHO they are. What are their values. What is important to them. What are their interests. The psychographics will explain WHY they are buying.
Building their psychographics profile will answer these:
Once you build the fuller picture of the Psychographics, you will be able to easily tap into what questions your target market are needing answers for and what their PAIN POINTS are. You will also be able to figure out easier what they love and what they would likely be visually attracted to. This not only makes it easier to build your visual branding like your logo and brand board and the images you are using, but also help you make really great content for your blog and social media accounts - building bigger trust for your target market in your brand.
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From the moment I first connect with Lauren, I instantly got her. She has a very special presence to her that is both warm and endearing while also confident and self assured. Lauren Enright recently completed her doula training with Bebo Mia, but has been working with families well before that as a family Yoga teacher in Montreal, Quebec. Lauren describes herself as an academic turned yoga lover! With Lauren's background in Neuroscience but her current life as a doula/yoga teacher, I knew this logo needed to be a bit of a balance between science and birth. Lauren also describes her ideal client as one coming from more of an academic background.
Then it hit me and became super clear. We will highlight the SUPERSTAR hormone of birth - OXYTOCIN! From that simple idea, came the total look of her Lauren's brand. As soon as I came up with the concept, Lauren's excitement was clear. I was so happy I was able to capture her and her ideal client so spot on.
By using the Oxytocin molecule, we both capture the academic side while still connecting to the physiology of birth. People who know the symbol get it right away, and those who don't are intrigued by what that design is. Talk about a perfect conversation starter.
For Lauren's business card, I kept the front simple with her logo only. It is enough of a conversation starting that you don't need anything else. On the back we included Lauren's mission statement "Motivation families to discovery their inner strength and wisdom through a positive and dynamic relationship with their mind, body and breath."
The next piece in Lauren's design package was designing her postcards to be able to hand out at local events. When we were coming up with what to include, I encourage Lauren to include something that would be useful to her target market. We don't want to just put her contact details because really, that won't pull anyone in and will make it much more likely for it to end up in the garbage bin. When designing any promotional material, it is important to make sure that it includes something that draws them in, that could be useful to your target market and that makes them want to connect further or see whatever you have to offer. Because of Lauren's work in both birth and yoga, and her mission statement focusing on the mind, body and breath, sharing Breathing Techniques was a great idea to get her target market intrigued about what else Lauren has to offer.
On that same vein, when were were deciding what to do when it came to the website, BREATHEWITHLAUREN.COM was the perfect fit. Ideally, using LaurenEnright.com would have been perfect but the website was taken and active, but really, breathewithlauren.com captures what she does so much better.
We are now starting the work on her website. I am so looking forward to what we get to do together with it. For now, we have her COMING SOON page up until everything is ready to go. Check it out here.
Once her website is up and running, I will be sure to share it too!
I first "met" Kamahria Hopkins, the amazing powerhouse behind The Alchemical Mama, when she signed up to take the Maternal Support Practitioner Training (aka doula training) through Bebo Mia. I instantly fell in love with her company name and before we even ever started chatting about working together, I was already imagining building a brand for her.
When we started our work together, I was excited to learn more about Kamahria and the kind of business she was looking to build. Just like I do with every branding build, we made she that her foundation was very clear. Kamahria described her company's mission as "To empower folks as they seek to create, grow and birth life, while providing evidence-based and mystical solutions for the journey to and through parenthood and self-actualization. Unearthing the majestic inherent in birth and life." WOW! Her words are as magical as she is.
After learning more about her target market, her goals and her values, the look of her brand became so very clear.
With The Alchemical Mama, I wanted something that captured that feeling of magic that I felt when speaking to Kamahria. Her target market was very precise, making it so much easier to figure out the look. I wanted her brand to speak to her tagline "WHERE PRACTICAL MEETS MAGICAL"
When building the brand board, I chose colours that were both moody and sensual yet bright and vibrant. We ended up going with a mixture of purples and blues. Purple excludes wisdom, mystery and magic while the bright turquoise blue is associated with creativity, serenity, femininity and intuition.
After we decided on the branding colours and fonts, it was time to get started with the logo. I knew this logo just couldn't be simple. It didn't match the company she was hoping to build. the services she provides or the target market she wanted to reach. Thankfully, I have many talented people in my life and I knew straight away I had to collaborate with my friend, fellow doula/photog and my tattoo artist Sean Sue. Sean is a very talented artist working out of Langley, BC who has an incredible skill at black and white line work. I sent Sean the brand board, shared with her my clients target market, mission and vision for her company. We wanted to reflect the metamorphosis and the change from pelvis (practical) to the butterfly (magical) was the perfect visual image to capture this, with the third eye in the middle where wisdom is born. Sean did such an amazing job with her artwork! No one could have done a better job.. and now I kind of want this as my next tattoo!
I added the colour on the butterfly side to push more of the metamorphosis look and give a great pop of colour that was really needed to complete the look.
Her business card allowed us to pull in more of her branding colours.
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Samantha Gagnon is a marketing consultant specializing in health and wellness companies. She believes that in order to properly nurture a better business, we must shine the true heart behind that brand. Samantha lives in the Great Vancouver Area of BC, Canada.