Brand & Website Design for Fresh Mama

Stephanie is a Certified Pediatric Sleep Consultant who started her own business—Fresh Mama—last year. She’s trained and certified by Shan at Jammytime who for the last few years has invited me to teach a branding workshop to new business owners through her mentorship program.

I love talking with these women and helping them start on the right foot. Stephanie even chose a different business name after our discussion. Most people don’t realize what a key point your name is in building your brand, often setting the tone for what potential clients can expect from you, even before they see your logo or website.

While most sleep consultant brands focus on the babies and toddlers, Stephanie wanted to focus on moms. Like many of us, she knew first-hand what it felt like to “lose yourself” as a first-time mama, and her goal is to help each one feel confident and capable so they can enjoy their new baby. We knew from the beginning that this brand wasn’t about moons and stars, a theme all too common in her industry. We took a “fresh" perspective and couldn’t be happier with the final result!

This is a perfect example of my Power Brand Package which includes the Signature Brand Package plus website design and email integration. This is a next-level package, customized to include exactly what each client needs. In this case, Stephanie was comfortable writing her web copy but didn’t want to mess around with the site design. Plus she was due with her second baby right around our completion date, so she really had to optimize the time up to her delivery. She successfully birthed two babies within one week—her second child and her "business baby.” Congratulations, Stephanie!

I brought Ericka Watson onto our team to implement her new branding in a clean, functional Squarespace website and set up her email integration. Stephanie had new headshots taken too, so we were able to provide brand direction to her photographer to capture the images she needed.

1 | Brand Strategy

You know I don’t start without a good strategy first, and Fresh Mama was no exception. Our Brand Strategy Guide is a comprehensive tool to capture the words and emotions Stephanie knows will resonate with her clients—exuberant, refreshed, and hopeful. You can see just a tiny sampling of our brand language and how that translates into imagery and color psychology in the inspiration board.

The bright, warm color palette of coral, tangerine, and lemon are right on point with our strategy. Warm colors are notorious for energy, optimism, and playfulness, and the soft hues keep it youthful and lighthearted.

2 | Logo Development

With a solid, strategic foundation in place, I move into logo design. With the color palette forming, we loved the idea of the watermelon slice. It’s a welcome departure from cheesy sleep icons and reinforces the idea of a happy family, celebrating life on a beautiful, sunny day, enjoying their time together at a picnic.

The fonts are clean, simple, and just the slightest bit quirky. They provide a fun way to integrate lots of color.

3 | Brand Board

Next comes the Brand Board which is a quick overview of all the main brand pieces. Think of it as a handy reference point. It also enables us to easily see if there are any gaps to fill. It’s so important that my clients have all the tools they need—ones that will help them use their brand consistently but also give them variety for their future needs.

4 | Collateral, Marketing, Social Media, & Website Design

You can see more images and read the full details of the complete design process for Fresh Mama on the blog here. Stephanie’s package allowed us to create business cards, custom website banners using stock and personal photos, and a set of social media templates that she can edit over and over as she engages with her audience online.

As always, Ericka did a beautiful job incorporating her brand elements and keeping the entire site clean and fresh. She also connected her site to MailChimp via a signup footer so Stephanie can begin collecting email addresses of other moms who are interested in her services.

“Thank you so much for all of your hard work! I seriously love everything!!!!”
– Stephanie van der Pauw, Fresh Mama