Branding & Web Design for a Doula Service, Joey and the Willow Tree

A warm, trustworthy brand and website for a new maternal care startup

The brief

Joey and the Willow Tree is a doula service supporting women through pregnancy, birth and the postpartum journey. As a brand-new startup, Joey needed everything from the ground up, a brand identity and a professional website that could help her grow and be found. The identity had to strike a delicate balance: nurturing, warm and emotionally supportive enough to reassure expectant mothers, yet professional enough to instil real confidence in someone choosing who to trust during one of life's most vulnerable times.

The approach

We worked collaboratively to build a brand rooted in the emotional heart of doula care, softness, connection and reassurance, while keeping it polished and credible. Every decision, from the hand-drawn logo to the website structure, was made to guide an expectant mother gently from first impression to enquiry.

What we created

A complete brand identity and website, cohesive across every touchpoint:

Logo: a custom hand-drawn design evoking softness, care and connection, symbolising the journey of motherhood and the supportive role of a doula
Colour palette: soft and elegant, communicating warmth, calm and reassurance
Typography: balancing professionalism with approachability, clear across print and digital
Print & marketing collateral: business cards, stationery and a pull-up banner for a cohesive presence at events and in person
Social media templates: customisable Instagram and Facebook templates so Joey can consistently share her services, educate, and connect meaningfully with expectant mothers
Custom Squarespace website: tailored to a doula business, with clear service information, testimonials and a user-friendly structure that guides visitors from awareness to enquiry

The result

Joey and the Willow Tree launched with a cohesive, professional brand and a website that feels as supportive as the care she provides. The new presence has strengthened trust with potential clients, improved online visibility, and given Joey the confidence to grow, connecting with more expectant mothers who are looking for exactly the kind of nurturing support she offers.