Reaching women in a rural county is a challenge. That's why every bit of Life-Way's brand and marketing design was carefully curated to help them make and create a caring yet powerful impression.
Life-Way is a nonprofit that helps women of all ages with an unplanned pregnancy; the President/founder wanted her digital space to feel welcoming, comforting, and safe. Many women's health related websites or even other pregnancy centers are littered with images that are starch and have that "stock" imagery feel. We wanted Life-Way's brand to portray the right feelings. I decided to look for and curate some images (and graphics) that evoke comfort, thoughtfulness, and care. We stuck with the pre-existing brand colors (greens), and sought fonts that encouraged a little femininity among all that sans-serif.
Images really do say a thousand words and our hopes for the Life-Way site (and brand) is that it will embrace the community with care and empowerment.