For this project, the brief was clear: create a striking visual identity and a website that feels as intuitive as it is honest. The vision came quickly… a brand that doesn’t soften the edges of pregnancy, birth, or postpartum. From the intentionally imperfect typography to the bold use of unfiltered imagery, stretch marks, linea nigra, ill-fitting clothes, and bare skin, every detail was chosen to evoke recognition. Special attention was given to the presence of hands throughout the imagery: reaching, holding, supporting. This serve as a visual metaphor for the physicality of birth and the reassurance that you will not go through it alone. This is a brand that says: we see you, we get it, and we’re not here to sanitize the experience.