Madison Doula Collective

Doulas collaborating to provide professional, experienced, and reliable care.

Client

Industry

Community Org | Health Services

Services

Visual Identity, Brand in a Week

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The Challenge

Initially launching in 2009, the Madison Doula Collective came to us because they were fully reimaging what the collective was and how they presented in the world. They wanted a brand that embodied the diversity within their collective and the diversity of clients their doulas served.

They wanted a brand that was energetic, bold, and empowering and highly differentiated from the traditional doula esthetic.

The Solution

As a community-based organization, we knew resources were limited, so MDC was a perfect candidate for our Brand in a Week. Over the course of this week, we developed their entire visual identity from a logo system to brand assets, photography direction and beyond.

For the brand itself, we wanted to balance the boldness with tenderness, similar to that of a doula themselves. We did this through a combination of bright colors mixed with warm neutrals, black & white photography, and fluid patterns. For the logo, we were inspired by cairn rock towers that are used as guides to fellow travelers on hiking trails -- symbolism that MDC connected with.