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.