Strategic Brand Identity & Creative Direction
Strategic brand identity for The Motherhood Midwife.
The Motherhood Midwife is a UK-based maternal support brand founded by Midwife Clare O’Brien offering calm, evidence-led guidance for parents navigating pregnancy, birth and early motherhood.
Formerly known as The Calm Baby Coach, the brand had outgrown its name and visual identity. As the business evolved, there was a need to reposition it with greater clarity, credibility and depth - while retaining the warmth and reassurance at the heart of the work.
This project focused on strategic repositioning, brand identity design and creative direction to support the brand’s next phase of growth.
✽ Brand Strategy ✽ Custom Brand Identity
✽ Brand Strategy ✽ Custom Brand Identity
The challenge
The challenge was to rebrand and reposition the business in a way that felt both nurturing and authoritative - attracting parents who value calm, informed support, while clearly communicating professional expertise.
The brand needed to move away from a softer, early-stage coaching perception and step confidently into a more grounded, credible role without becoming clinical, cold or impersonal.
The Pretty Powerful transformation
The Powerful
strategy & foundation
At the strategic level, the brand needed to feel:
Calm and reassuring, without being passive
Professional and credible, without being intimidating
Warm, human and supportive, without losing authority
The goal was to create a brand world that balances approachability and expertise - one that parents instinctively trust and feel held by.
The Pretty
visual identity & experience
The creative direction is calm, spacious and considered - designed to create clarity and a sense of reassurance across every touchpoint.
Typography-led identity
The wordmark is the core of the identity. A rounded, elegant serif conveys professionalism with warmth, while generous spacing keeps it open and approachable. A subtle loop between the two ‘o’s in Motherhood hints at partnership and support.
Colour & texture
Dusty pink leads the palette, supported by sage, mossy greens and warm neutrals. Soft, painterly textures add depth and emotion, bringing warmth and organic character to both digital and print use.
Visual system
Minimal, spacious layouts create calm and consistency. Textures can be used subtly or more expressively, allowing the brand to move fluidly between softness and structure.
“My brand didn’t reflect who I was as a midwife or what I offered. When I first saw the final brand, it looked so professional, warm yet gently authoritative and really represented me. Everyone has loved it.
The investment absolutely felt worthwhile. I definitely felt I was paying for Tamsin’s creative brain rather than just the end product - and for my brand I’m glad I’ve got something exceptional, which she delivered.”
The Outcome
The result is a calm, credible and nurturing brand identity that reflects both the emotional and professional depth of The Motherhood Midwife’s work.
The new brand gives Clare a confident foundation to show up consistently across her platforms with a visual language that feels aligned, reassuring and proudly professional.
With strategic foundations now firmly in place, the brand is ready to support the next stage of growth.
“I chose to work with Tamsin because of her gorgeous previous projects, the fact she’s a female founder, and a personal recommendation. The whole process was exciting, creative and beautiful.
I loved the collaboration, the design process and the beautiful PDFs throughout. I felt very happy throughout the project, really enjoyed the process, and was almost sad when it was over.”
client love
Ready for your own transformation?
This is what happens when strategy meets soul, and design is led by intention. If you're ready for a brand identity that reflects where you're headed - and helps you get there - I’d love to create something Pretty Powerful for you.