This project was a collaboration with web developer, Matt Buckland and illustrator Millie Pooley.


Ashley is a birth and postnatal doula providing women and their families with support throughout pregnancy, labour and the early days of parenthood. She lacked a logo and her existing website was looking generic. A new visual identity and website was required to convey Ashley’s services and personality to new clients. It was important that the design differentiated Ashley from other Doulas and portrayed her as friendly, nurturing and supportive. She was also fond of 1950s retro graphic style, which I was asked to consider when designing.


I designed a friendly, energetic logo that reflects Ashley’s bubbly personality with a playful retro vibe. The new website Matt and I created uses beautiful web typography and personal touches such as the language used and handwritten elements. We agreed that using stock imagery would look bland. To solve this we created a series of illustrations to inject personality and bring the site to life. The final result is a strong identity and web presence that educates potential clients and differentiates Ashley from other Doulas in the area.

Learn about my design process by viewing a case study.