Willow Pregancy Support
Agency: Insight Creative Group
What I did: Art Direction, Brand Strategy
Birth Choice of Oklahoma wanted the focus on the pregnant women and mothers they supported without having to further explain their name or what they do. They needed a brand system that reflects their mission and allows them to grow as an organization for generations to come.
Juniper was the initial brand name and was approved until a quick google search for 'juniper pregnancy' showed the negative relationship between the juniper plant and pregnancy. The logo concept, brand colors, composition and brand treatment remained but with a new name: Willow Pregnancy Support.
The new plant-based name also ties with their existing shelter for pregnant mothers, The Rose Home. This allows for a more complete brand structure.
I am showing the final approved and accepted logo but also the initial Juniper brand treatment because it was the one that really got away.
With this project, I was able to work with manipulating type to create a custom type for the logotype specifically.
Final Brand Name