Fermata Birth: defining one delightful doula
OVERVIEWFermata Birth is the brand behind Karen DeCarlo, a certified Labor and Birth Doula based in Petaluma, CA. My work with her involved creating an initial brand and website design strategy.
FINDING FERMATAKaren came to me having done a lot of groundwork on naming strategy, drawn to the Fermata symbol used for composers to let a musician know they can dictate how long they hold a note or a pause. Similarly, she felt strongly that birth was both a universal experience and a deeply personal one. The final mark brought together concepts of a fermata symbol, way-finding via a nod to a pin, and transitions with the use of four shapes to represent a butterfly.
A GUIDE TO VISUAL AIDS We built on the way-finding symbolism to introduce abstract, topographic map patterns that could add visual interest and brand continuity on social while complimenting the more bubbly, filled icon styles. We also had some fun making reference to anatomical body parts within the shapes of map.
