Birth Club
Conceptualized and launched by two moms, Birth Club opened in 2019 in Old Town, Alexandria as a yoga, education, and self-care community, designed to support moms and moms-to-be on their journey into and through motherhood.
Project
Brand Identity System
Purpose
Create a flexible identity system for the new business that strongly reflects Birth Club’s mission to provide a place of community and support for moms and invites them to join.
Story
In our conversations with the founders, it was important that the identity feel inclusive of women at all stages of the motherhood journey. The logo needed to say motherhood without being too overt.
As the foundation for the mark, we started in the direction of a monogram. The resulting logo weaves together their lowercase initials; in those initials you might see a mother’s womb or a swaddled baby. The colored portions of the logo also resemble two quotation marks, symbolizing the open dialogue that embodies Birth Club.
Extracted from the main mark, these elements form the basis for the broader visual identity system, giving the team a number of tools to work with to express their brand.
Brand Identity
Visual System
Collateral
Signage
