Branding | Website Design & Development
The San Antonio Birth Center helps mothers experience natural births, including prenatal and post partum care under the care of experienced midwives. The Birth Center asked us to help refresh their brand and build a website that would highlight their unique approach and warm, welcoming environment. They also wanted the website to be a place to help educate visitors about the benefits of natural births.
The goal for the San Antonio Birth Center’s branding was to communicate the family-friendly environment and caring midwifery service they provide in contrast to the medical setting of hospital-based practices. Many moms-to-be who are exploring natural birth options are looking for a less clinical environment or even home-based birth. After researching the industry and getting to know the Birth Center, we created a branding approach that illustrates the philosophy and approach of the practice in a magically feminine way.
Photography guidelines were developed to focus on moments of happiness and joy in the birthing process, rather than the agonizing moments that are used by some other industry practitioners. Interior branding recommendations were provided as well, with eclectic décor and pops of jewel tones to create the atmosphere of a contemporary home environment. Design elements carried into the website and printed materials were inspired by watercolor artwork as well as the tiny baby footprints which fill the walls of the Birth Center.
Logo colors were updated from rich fall colors to bright jewel tones. These colors are still warm and inviting, but with a more contemporary and more joyful expression. These jewel tones are featured in splashes of watercolor on a crisp white background on everything from the website to business cards and posters. These colorful, watery splashes convey the chaos and beauty that happens during childbirth. The stark white background represents the safe and sanitary backdrop of the birth center without appearing overly-clinical.
“The branding process was so enlightening. Robot was able to really hone in on our differentiators and highlight them in a way that helps us reach a broader audience. The brand guidelines have informed so many decisions big and small from our marketing to artwork to furniture to what we wear in team photos.”