Design

Setting the Tone

In a time where the potential complications of birthing can trigger emotions of fear, anxiety, and uncertainty, I aimed to create a warm, welcoming, and inclusive experience to disarm users and send a message of encouragement and support.

Color & Media

Using the client logo as a base I created a color pallet that played upon the traditional colors associated with birth, blues and pinks. With the intent to disarm and sooth I muted the base colors, introduced a rustic red and added a grounding tan color. I carried this pallet through the site by incorporating it into the visual design of section elements, illustrations, and photography treatments. My imagery choices were fueled by an awareness that my client wished to convey a modern version of motherhood and did not exclude black and brown people. For the home page I went with media that matched this narrative and held the illustrations for services only. Since illustrations are usually associated with children and illustration I saw this as a great way to convey services and rope in the modernization of motherhood.

Typography & Icons

The display serif for headings was chosen because it commanded attention without being too feminine or masculine. The weight of the heading also paired well with the rustic red to call attention to key messaging. Lined icons were used sparingly to add another layer of communication for service offerings.

Copy Direction I collaborated with a UX copywriter for this project and guided her to utilize phrases that sent messages of encouragement, comfort and support. I directed the copywriter to lean into Innergy Birth Services can alleviate user fears and concerns.

Wireframes: Utilized to help plan main pages and navigation

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