Joey and the Willow Tree Branding & Website Design

Project

Joey and the Willow Tree is a doula service dedicated to supporting women throughout their pregnancy, birth, and postpartum journey. As a new startup, Lilaco Designs was engaged to create a warm, welcoming, and authentic brand identity, along with a professional Squarespace website to support business growth and visibility.

The goal was to design a brand that felt nurturing, trustworthy, and emotionally supportive, while still maintaining a level of professionalism that would instil confidence in expectant mothers seeking care.

Brand Deliverables

We collaboratively developed a brand identity that reflects the nurturing and supportive nature of Joey and the Willow Tree, tailored specifically to the doula and maternal care space.

Logo Design

A custom hand-drawn logo was created to evoke softness, care, and connection, symbolising the journey of motherhood and the supportive role of a doula.

Colour Palette & Typography

A soft, elegant colour palette was selected to communicate warmth, calm, and reassurance. Typography was chosen to balance professionalism with approachability, ensuring clarity across both print and digital platforms.

Print & Marketing Collateral

To ensure brand consistency across all touchpoints, we designed business cards, stationery, and a pull-up banner, reinforcing a cohesive and professional presence in both in-person and event settings.

Social Media Templates

Customisable social media templates were created for Instagram and Facebook, allowing Joey to consistently showcase her services, share educational content, and connect with expectant mothers in a meaningful way.

Squarespace Website Design

We designed and developed a custom Squarespace website tailored to the needs of a doula business. The site features clear service information, testimonials, and a user-friendly structure to guide visitors through their journey, from initial awareness to enquiry.

Results

The project positioned Joey and the Willow Tree with a cohesive and professional brand identity, increasing online visibility and strengthening trust with potential clients. The new website provides a clear and supportive user experience, helping Joey connect with more expectant mothers and grow her business with confidence.