Mary Killeen-Pena is a Postpartum Doula, with a goal to bridge the gender equity gap by supporting new mothers and empowering each person’s role within the family unit. Her business vision is multi-faceted, ranging from in-person doula support, to online classes, to a brick and mortar store. This dimensionality required branding that allowed growth for her business ecosystem. Embracing the Mother archetype of the female life cycle, the brand aesthetics are heavily influenced by romantic mythological icons and Victorian-era illustration. Catering to a millennial audience, the graphics were modernized using vibrant colors and a nice balance of white space.