Embrace Midwifery Rebrand
Embrace Midwifery is an intimate, holistic midwifery practice serving the Worcester, Massachusetts community. The brand concept visually represents the practice’s belief that each person can take control of their body, their birth, and their future, via concierge home birth midwifery. Their mission is to offer the best, most attentive care.
The primary typeface, Arima Madurai, was chosen to represent Embrace’s values, and to echo the established logo’s curls, elegance, and call to natural elements.
Similarly, the traditional watercolor backgrounds were created to bring a tactile element; Embrace Midwifery being hands-on, gentle, and perfectly natural.
In addition to the wordmark design, we defined the written voice through extensive conversation and content editing. An on-site photo shoot completed the definition of the visual language across the website.
Not only did their medical practice see an uptick in lead conversion thanks to a clear website funnel, their brand voice and visual identity were clarified across digital and print for improved retention.
