Loving Birth

Loving Birth had been supporting women for years, but their brand no longer reflected the depth of their experience or the way they truly connect with families. What was missing wasn’t expertise — it was storytelling. The brand needed a clearer emotional language to feel more human, relational, and aligned with the care they offer as doulas.

The intention of this project was to bring that sense of connection into the brand — not through decoration, but through meaning.

At the core of the process, we identified The Nurturer archetype as the foundation of the brand. This archetype represents nurturing, creation, and embodied feminine wisdom, mirroring how Loving Birth supports women through pregnancy, birth, and postpartum while honoring each process in its own time.

Conceptually, the visual direction was inspired by birds and their nesting process. This idea guided the storytelling behind the brand: just as birds prepare a space and remain attentive through the arrival of new life, doulas support mothers as they prepare — emotionally, physically, and intuitively — for birth. The bird symbol reflects care, presence, and continuity, while the concept of nesting informed the overall tone and sensitivity of the visual language.

The result is a brand that feels more grounded in story and connection — one that communicates not just what Loving Birth does, but how it feels to be supported by them.