Full service branding and custom WordPress theme for
feminist writer & entrepreneur
The Spilt Milk Mission
At a time when public health care funding for prenatal classes was canceled in her area, professional doula and passionate writer Whitney Cruikshank saw the problem as an opportunity. Her business objective was to bring new life into the world in a health, happy and unafraid way through helpful information, hilarious antidotes and strengthening the bonds on a local birth support community.
In the naming and identity process, we wanted to create a brand that empowered new mothers and parents to take confident first steps into parenthood. Preliminary design decisions where shaped through the help of marketing surveys and social research. By looking at what new families liked and disliked in the birth and pregnancy space, we carefully crafted our aesthetic with a fresh, homegrown perspective that was heavily influenced by the lifestyle and landscape of the client’s seaside farm.
From Moodbord to Identity
The Spilt Milk Doula brand was designed for the down to earth, coastal mums and parents of the South Shore of Nova Scotia. They know life is not always perfect, and are ready to embrace everything that comes with welcoming babies into the fold. For Spilt Milk parents, learning as well as laughing are equally important on the journey of building a family. Strongly influenced by the sea and the land, we choose a deep navy as the brand’s primary colour. It represented strength and the coastal seas of Nova Scotia. It also stood out drastically from typical ‘baby’ and ‘pregnancy’ colour of pastel pinks and blues or bright greens and yellows. Secondary colours where a shade of greyish blue and golden brown.
Moodboard (clockwise): Ocean via Unsplash | Stationary via Pinterest | Pregnant woman via Pinterest | Watercolour via Pinterest | Childbirth via Pinterest | Eggs via Unsplash | Colour palette | Sea Salt via Emma Black |
Responsive website, blog and photography
For Spilt Milk Doula’s website and blog we wanted to continue the feeling of breath of fresh coastal air. Pregnant women and families expecting kids are inundated with so many new decisions, we did not want this website to feel busy or cluttered. In order to make the choice of hiring a Spilt Milk Doula a clear and simple decision we structured the website experience around telling a strong visual story through distinct photography of who Spilt Milk Doula is, clearly communicating what she believes in and what she has to offer her clients.
