Branding
Sally Goodwin Private Midwife
A calm and personal brand identity for an independent midwife.
Year :
2023
Industry :
healthcare industry
Client :
Sally Goodwin Private Midwife
Project Duration :
5 weeks
A Personal Rebrand
Sally Goodwin is an independent private midwife offering personalised maternity care and support. As a returning client, the goal of the project was to evolve the existing brand into something more personal by placing her own name at the centre of the identity.
The rebrand needed to communicate:
Warmth and reassurance
A personal, independent service
Trust and professionalism
A softer, more human tone than typical healthcare branding
The result aimed to feel calm, caring, and approachable — reflecting the supportive nature of Sally’s work.
A symbolic monogram
The new logo centres around an SG monogram, designed to subtly incorporate symbolism related to birth and delivery. The structure of the mark was inspired by the form of a stork delivering a baby — a classic and recognisable reference associated with childbirth.
Within the design, the stork’s neck forms a strong “S” shape, representing Sally’s first name, while the baby delivery bundle forms a rounded “G” for Goodwin. This approach allowed the mark to hold multiple layers of meaning while remaining simple and elegant in appearance.
A Calm, Natural Palette
The visual identity was built around a soft, earthy palette designed to feel warm and reassuring. A light neutral tone provides a calm foundation, paired with a muted green that introduces a natural, grounded quality.
Together, the colours create a gentle, nurturing tone that supports the personal nature of Sally’s service.
A Consistent Brand Presence
The identity system was developed to create a clear and consistent presence across Sally’s communications.
This included:
Logo and monogram variations
Defined colour palette and typography
Brand assets for digital and print use
The final brand feels personal, calm, and professional — reflecting the care and trust at the heart of Sally Goodwin’s work as a private midwife.
More Projects
Branding
Sally Goodwin Private Midwife
A calm and personal brand identity for an independent midwife.
Year :
2023
Industry :
healthcare industry
Client :
Sally Goodwin Private Midwife
Project Duration :
5 weeks
A Personal Rebrand
Sally Goodwin is an independent private midwife offering personalised maternity care and support. As a returning client, the goal of the project was to evolve the existing brand into something more personal by placing her own name at the centre of the identity.
The rebrand needed to communicate:
Warmth and reassurance
A personal, independent service
Trust and professionalism
A softer, more human tone than typical healthcare branding
The result aimed to feel calm, caring, and approachable — reflecting the supportive nature of Sally’s work.
A symbolic monogram
The new logo centres around an SG monogram, designed to subtly incorporate symbolism related to birth and delivery. The structure of the mark was inspired by the form of a stork delivering a baby — a classic and recognisable reference associated with childbirth.
Within the design, the stork’s neck forms a strong “S” shape, representing Sally’s first name, while the baby delivery bundle forms a rounded “G” for Goodwin. This approach allowed the mark to hold multiple layers of meaning while remaining simple and elegant in appearance.
A Calm, Natural Palette
The visual identity was built around a soft, earthy palette designed to feel warm and reassuring. A light neutral tone provides a calm foundation, paired with a muted green that introduces a natural, grounded quality.
Together, the colours create a gentle, nurturing tone that supports the personal nature of Sally’s service.
A Consistent Brand Presence
The identity system was developed to create a clear and consistent presence across Sally’s communications.
This included:
Logo and monogram variations
Defined colour palette and typography
Brand assets for digital and print use
The final brand feels personal, calm, and professional — reflecting the care and trust at the heart of Sally Goodwin’s work as a private midwife.
More Projects
Branding
Sally Goodwin Private Midwife
A calm and personal brand identity for an independent midwife.
Year :
2023
Industry :
healthcare industry
Client :
Sally Goodwin Private Midwife
Project Duration :
5 weeks
A Personal Rebrand
Sally Goodwin is an independent private midwife offering personalised maternity care and support. As a returning client, the goal of the project was to evolve the existing brand into something more personal by placing her own name at the centre of the identity.
The rebrand needed to communicate:
Warmth and reassurance
A personal, independent service
Trust and professionalism
A softer, more human tone than typical healthcare branding
The result aimed to feel calm, caring, and approachable — reflecting the supportive nature of Sally’s work.
A symbolic monogram
The new logo centres around an SG monogram, designed to subtly incorporate symbolism related to birth and delivery. The structure of the mark was inspired by the form of a stork delivering a baby — a classic and recognisable reference associated with childbirth.
Within the design, the stork’s neck forms a strong “S” shape, representing Sally’s first name, while the baby delivery bundle forms a rounded “G” for Goodwin. This approach allowed the mark to hold multiple layers of meaning while remaining simple and elegant in appearance.
A Calm, Natural Palette
The visual identity was built around a soft, earthy palette designed to feel warm and reassuring. A light neutral tone provides a calm foundation, paired with a muted green that introduces a natural, grounded quality.
Together, the colours create a gentle, nurturing tone that supports the personal nature of Sally’s service.
A Consistent Brand Presence
The identity system was developed to create a clear and consistent presence across Sally’s communications.
This included:
Logo and monogram variations
Defined colour palette and typography
Brand assets for digital and print use
The final brand feels personal, calm, and professional — reflecting the care and trust at the heart of Sally Goodwin’s work as a private midwife.