Lowline Studio | Branding & Design For Small Business

ABOUT THE BRAND

Doula Amy & Co.

Doula Amy & Co. is a postpartum doula service built around the belief that every new mother deserves to feel truly supported. Amy and her team offer emotional support, education, and hands-on care to help mothers feel seen during one of life's most transformative seasons. Amy is also a certified postpartum chef, weaving nourishing, intentional meals into the care she provides.

The Starting Point

Amy came to me knowing something felt off but not quite sure how to fix it. Her original branding had carried her far but no longer felt like her. The logo felt cliche, nothing was consistent, and with a new chef certification and a growing team, she wasn't sure how to pull it all together. A brand audit helped bring the gaps into focus, and Amy decided it was time to stop guessing and let someone else take the lead.

Project Details

CLARIFYING THE DIRECTION

Mood Board

After solidifying Amy's brand strategy, we landed on a mood board that loosely feels her current brand, but with some adjustments to make it more memorable and mature.

LOGO: We decided to go with an easy-to-read script wordmark and tagline, with no illustrations.

COLORS: The colors are mostly the same as before, but slightly more bold to bring out the maturity and richness of your brand’s personality.

FONTS: We liked the look of simple, elegant serif fonts with easy-to-read script, paired with a clean serif font to help balance out the sophistication.

IMAGERY: We liked images that were light, airy, but still had dark, rich tones to bring out her maturity and confidence. We liked the softness and textures of the baby items and the warmth of the food/cooking images as well.

THE FACE OF A NEW BRAND

Visual Identity

As I began researching script fonts, I found it quite difficult to find the “right” one. Many fonts I found were either too hard to read, too cutesy, too formal, or simply not the right personality for her brand. I also tried mixing scripts and serif fonts, but in the end could not find a good fit.
Looking back at our goal to have an approachable, easy-to-read script and seeing the lack of premade fonts to choose from, I decided to make a custom script for the primary logo.

ADDING VISUAL INTEREST TO A BRAND

Brand Pattern

I developed a custom brand pattern highlighting a heart shape with a leaf growing out the top, representing compassion and growth.
I kept the spacing very open to allow the design to breath, which reinforces her audience's perception of how she works with clients.
There are lots of ways brand patterns can be used, but the most common applications would be on printed materials such as business cards, stickers/labels, envelopes, and client gift materials (boxes, tissue paper).

BRINGING IT ALL TOGETHER

Color Palette & Typography

These colors build on a familiar pinks and greens in Amy's original branding, but introduces deeper, more muted tones to create a sense of emotional maturity. This aligns with the emotional needs of a mom who is overwhelmed and looking for someone she can trust.
The balance of familiarity, warmth, and depth creates a brand that feels established and inviting, helping Amy stand out in a market filled with overly-used light pastel colors.

Amy's typography leans into more elegant serif fonts with moderate contrast, creating a refined and trustworthy feeling without becoming overly formal or luxury.

The serif font is paired with a clean, sans serif font and feminine script, which helps balance elegance, approachability, and femininity.

The most important aspect of this typography is that it is easy to read, which many of her competitors and other doulas in the industry struggle with.