Evidence Based Birth Logo
Evidence Based Birth Logo
WHO ARE EVIDENCE BASED BIRTH®? 
Evidence Based Birth® is an online childbirth resource that educates and inspires expecting parents and birth-care practitioners globally, so that they can understand the latest, proven, evidence based care practices. Based in the U.S., Founder Rebecca Dekker is a nurse researcher with her PhD. She was inspired to create her business after giving birth to her first child in 2008 and being surprised by her disempowering experience. As Rebecca puts it “When I started looking into the evidence, I was shocked. Almost all of the care I had received has been shown by high-quality research evidence to be harmful to healthy women who are giving birth. What’s more, I found out that the type of care I had received was “routine” all across the U.S.—and that model has been copied in places all over the world!” Today Evidence Based Birth® has grown into the go-to source for up-to-date research for birth professionals and parents alike. 
Putting current evidence based information in the hands of communities so they can make empowered choices.
Putting current evidence based information in the hands of communities so they can make empowered choices.
THE BEGINNING
As Rebecca put it “Prior to working with Emma, we had grown in leaps and bounds over four years of being in business, but we were still decked out in our start-up branding. We knew our brand identity was conveying an old-school, impersonal look, which was out of alignment with our actual style, personality and the way our audience viewed us as professional, cutting edge and inspirational. We wanted to stand out online and at trade shows in a positive way and knew our existing branding was doing us a disservice, but we hesitated going through a rebranding process for a while because we were worried it would be too expensive or too hard to implement across our many brand touch points we had built up. Luckily what we discovered when we came across Emma’s all-in-one branding package, was that it was WAY more comprehensive than any other branding professional out there. We instantly got the impression she was much more intelligent and savvy about branding than anyone else we were considering.”
Evidence Based Birth Old Branding
Evidence Based Birth Old Branding
OUR GOALS
Evidence Based Birth® has two distinct audience groups: Birth professionals (such as Doulas, Midwives, Nurses, physicians and childbirth educators) and expecting parents. In a bid to come across as very professional and trustworthy, their initial visual branding had ended up too clinical, emotionless and probably a bit intimidating for the parents. The colours were black and navy, the logo looked very serious and there was a lot of black and white photos. In contrast, Rebecca said she was known for her very personal email newsletters, where subscribers often commented that it felt like she was speaking directly to them. Our goal was to still be taken seriously by both audiences, but to soften the look so it had the personable, warm, approachable feel of Rebecca’s writing style. It is so important every element of your brand is in alignment! EBB® had a lot of business materials from the website, to a number of printables, apparel, workshops and more. The brand materials had a bit of a DIY aesthetic, and we knew we could take things to the next level to ensure their visuals matched the true value of their expertise and experience.
Brand Strategy Evidence Based Birth
Brand Strategy Evidence Based Birth
BRAND STRATEGY 
Evidence Based Birth® had a big existing audience. Before we kicked off the branding process Rebecca sent out a survey asking questions about their brand, website, who their audience was, what they loved about EBB®, what they could improve on and so on. This proved to be a really valuable exercise and we were armed with a lot of great insights. I can’t recommend enough the idea of interviewing your clients / audience if you’re an established business rebranding! We worked on refining their core messaging, so we had a really solid foundation to move forward with.
Evidence Based Birth Website
Evidence Based Birth Website
THE LOGO AND TAGLINE
The logo balanced the more professional tone of the sans serif “Evidence Based” font, with the more personable, friendly tone of the “Birth” script font. The sans serif font, though more professional, has a subtle rounded nature to the letterforms which makes it much more friendly then their previous logo font. We changed the tagline from “Giving Birth Based on Best Evidence” to “Evidence that Empowers”. We felt that the previous tagline didn’t really convey much extra information compared to what the business name was already telling us. It also didn’t connect emotionally. Empowerment was a really important word for the brand, so we wanted to include that. 
Evidence Based Birth Resources Page
Evidence Based Birth Resources Page
THE COLOUR PALETTE 
We retained the existing navy, but softened it a bit by making it less dark. Then we incoporated the peach and turquoise which felt brighter, more inspiring, friendly and approachable. Finally, of course I HAD to strip out all that black that was bringing in a sombre tone. Overall the colour made a big impact on the tone of the brand! It really humanised it, which was such a welcome and relevant change.
Evidence Based Birth Icons
Evidence Based Birth Icons
THE GRAPHIC ELEMENTS
We incorporated some friendly and graphic icons, a subtle diagonal line texture to the colours, and a floral icon which gave the brand more personality. 
Evidence Based Birth Social Media Templates
THE TYPOGRAPHY 
Three typefaces were introduced, mixing professional with friendly and approachable once again. Previously they had not established a consistent set of fonts, so the new system has really helped to establish consistency and cohesiveness across all the different touch points. 
Evidence Based Birth Flyer Design
Evidence Based Birth Flyer Design
OTHER TOUCH POINTS 
We have been working on rolling out the new branding across their many touch points, including their website, Powerpoint templates, printables, flyers, social media and more. It’s been so fun seeing the brand come to life!
Evidence Based Birth Powerpoint Template
Evidence Based Birth Powerpoint Template
Rebecca Quote
“Now I feel at peace and happy, knowing that I finally have a website look that I would be proud for total strangers to visit. Which they do, every day, because we have about 150,000 visitors per month! I tell everyone I know who is thinking about branding to contact Emma!” — Rebecca Dekker, Evidence Based Birth 
Evidence Based Birth Brand guidelines
Evidence Based Birth Brand guidelines
WHAT I DID:
Brand Strategy,  Identity Design and Brand Guidelines
Website Design — Home page, Resources Pages, Instructor’s Directory
Printables and posters
Membership Materials
Powerpoint Slide Template
Social Media Artwork
Evidence That Empowers
Evidence That Empowers
WANT TO LEARN MORE ABOUT EVIDENCE BASED BIRTH®? 
If you’re a birth professional or expecting parent, I highly encourage you to check out the EBB® site. Rebecca and her team are totally dedicated to empowering you or your clients to have an amazing birth. There is a lot of free content available, such as articles, printables and newsletter updates, so look into it! 
www.evidencebasedbirth.com