Nurture New Life

Catherine Fenner is a Seattle area lactation consultant.

When I asked her what she hoped her brand conveyed to her ideal client, she said:
“Warmth, approachable, skilled lactation care, professionalism. They will get high quality clinical care with a sensitive, respectful attention to their needs and goals. I like simple, professional, clean lines, appealing to adults, not cutesy baby”

When I asked her what colors she wanted, she said:
“I tend toward softer, muted colors. I like the green of new life but am open to other ways to describe new life. I want to avoid too bright, bold, but also “too cute baby” colors. I like peach, but not orange. I like blue, green, plum. I have some of that now, but don’t like how they are working together right now.

When I asked her what she liked about her current logo and what she wanted to change, she said:
“I like the nurturing feel, the connection of baby and parent – to me it implies relationship. Breastfeeding, feeding is a relationship and that will be cared for while we figure out what is making feeding difficult. I’ve outgrown the silhouette of the traditional woman. I do not like the colors. It all started with the green. I wanted to express new life, wanted to avoid traditional baby girl/boy colors. what I have now is too bright, bold and orange.”

Before

After

Branding Suite

This project included a bookmark and handout layout.