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When I first branded Embrace Birth some years back, we went with a feminine, floral style that very much appealed to Founder Corina’s personal tastes as well as her bougie, “crunchy” clientele. She approached me this time, noticing a distinct shift in their clientele post-Covid. The overall sentiment in the US towards hospitals changed and birth centers and home births were becoming more mainstream. Covid had brought them a less bougie kind of client and more of an everyday person who wants a safe and autonomous birth. She felt the previous message we had focused on which was all about an intimate, nurturing, holistic experience was becoming misaligned, and autonomy and choice was what her clients were really craving. So we shifted the look from the feminine, floral, holistic look to a more mainstream, less feminine look, focusing on foliage instead of flowers, clean typography instead of script, cleaner backgrounds instead of watercolour. With the new logo icon, a lot of care was made to ensure the mother looked racially inclusive, as well as in the women represented in the photography.
Branding Strategy and Visual Branding
WordPress Website Design
WordPress Development by Studio La Luna
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