Birthing Mothers

An app to support women through one of the biggest changes of their lives

BRAND IDENTITY
BRAND GUIDELINES
ANIMATION

health app

Background

Founder of Birthing Mothers, Lauren Felts Chen, a Certified Nutritionist and postpartum Doula deeply understands the beauty and challenges that come with motherhood. She approached us to help build a beautiful, meaningful brand that would resonate with mothers and future mothers. These mothers are interested in a holistic approach with science backed information from certified professionals.

Approach

Our goal was for the Birthing Mothers brand to evoke a feeling. Art and nature does an excellent job at this, and we were deeply inspired by artwork Monet, particularly his Water Lilies. Using this as a guiding principles we built a brand that is warm, organic, empowered and calming.

Animation: Sam Pickett

brand design

brand guidelines

Thoughtfully organized guidelines designed to grow along with with the Birthing Mothers brand.

Including logo system best practices, typography styling, color palette (designed to look great on the app, on social media and in print), photography direction, iconography and water color textures.

A mix of apothecary + modern trusted medicine.

We chose a Chrysanthemum as the Birthing Mothers flower because of it’s symbolism of longevity, fidelity, joy and optimism. It is also the founder’s birth month flower and known as a “mum”, which felt like a beautiful nod to moms everywhere. We also appreciated the perfect imperfection of mums, they’re wild and cosmic.

Handdrawn to look like a woodcut stamp, we wanted the logo avatar to very tactile. We liked that the flower looks like something being birthed, with the dot at the top of the petals symbolizing an egg or seed.

Intentional typography

We chose Beaufort Pro, a Humanist typeface, as the logo wordmark and primary typography. It’s characteristic organic structure and the appearance of being drawn by hand feels bespoke, approachable and human.

Bringing handdrawn textures into the app

We provided a full icon system that is handdrawn and embraces imperfection. These icons are useful for visual navigation on an digital app and help ground people in tactile beauty, even when they’re on their phone.

Product direction

Creating a calming app experience

Ensuring the Birthing Mothers app felt like a beautiful, calm place to go was incredibly important. Moms and future moms are very busy, juggling a medical and information overload, all while balancing a career and existing family.

We used a blur effect on photos of nature and flowers, made each screen feel like a bespoke piece of artwork. This effect also helped make the text and buttons easier to read.

BIRTHINGMOTHERS