Madre Moon Doula | Brand Identity Design
Project Goal
Create a warm, nurturing doula brand identity and launch-ready brand presence for a new bilingual doula practice that would help the client show up confidently and professionally while still reflecting the deeply personal nature of her work.
The Starting Point
Paty de la Rosa was still completing her doula training when she came to Soaring Heart, but she wasn't interested in looking like a brand-new business. With an upcoming community event on the calendar, she needed Madre Moon Doula to feel established, trustworthy, and ready to welcome families from day one.
As a bilingual doula, it was also important that the brand feel inclusive and accessible to both English- and Spanish-speaking families.
What we Created
We built a soft, grounded visual identity inspired by the nurturing, intuitive nature of Paty's work. Earthy sage and forest greens create a sense of calm and trust, while warm cream, terracotta, and subtle accent colors bring warmth and humanity. Celestial details and organic patterns add a gentle sense of movement and connection, creating an identity that feels feminine, modern, reassuring, and distinctly Madre Moon. The final system included a flexible logo suite, supporting graphics, typography, and a condensed brand guide to keep everything consistent as the business grows.
With Paty's first event approaching, we extended the new identity into a cohesive suite of doula marketing materials, including business cards, a banner stand, table drape, and a bilingual English/Spanish postcard. We also designed and built a Squarespace website, bringing the new brand identity online through thoughtful doula website design and giving Madre Moon a cohesive presence both online and in person.
Paty came to us preparing to introduce a new business. She left with a polished, welcoming brand that helped her show up feeling like the professional she was becoming.
DELIVERABLES
Visual Identity & Logo Suite
Color & Typography System
Custom Patterns & Supporting Graphics
Condensed Brand Guidelines
Bilingual Marketing Collateral
Business Cards
Banner Stand & Table Drape
Squarespace Website
“Amy took the time to get to know me and my work, and made the whole experience easy and enjoyable. The final brand feels professional, approachable, and trustworthy, and helped me show up with confidence. Thanks to Amy, Madre Moon has a strong, beautiful presence, ready to keep growing and connecting with families.”
Take a closer look at the Madre Moon Doula Brand
