This badass doula draws inspiration from the Hindu goddess Kali (often depicted carrying a decapitated head), Medusa, fairies, phoenixes, and loves the colors red and orange. My job was to take all of that and make it make sense for maternity care (easy peasy, right?).

I started by steering clear of typical pregnancy imagery - you know, the delicate drawings of faceless bellies and soft color palettes. Instead, I leaned into the true power of pregnancy and birth, which actually is much more like the death and rebirth of a phoenix than anything soft, gentle, or subtle (iykyk). The logo's swirling hair is a nod to fairies and its' silhouette is similar to Medusa’s hair and Kali’s many arms. She stands tall, pregnant, proud, and resilient which is also an ode to survivors (much like Medusa herself).

Red and orange can easily overwhelm a design, so I translated the client's vision into a palette of brick, rust, cream, and black. Drawing inspiration from color palettes and motifs often found in Japanese art really tied things together. It opened the door for textured paper overlays to soften the colors intensity. And I brought in a Seigaiha wave pattern for section dividers that helped tell a cohesive visual story for what might otherwise have been a disjointed eclectic brief. This was such a fun project. I enjoy the challenge of preserving what makes a client unique rather than designing what people expect. And now, the clients who resonate with the power this site exudes know they've found the right doula for them.