Wayfinder Birth Services is a company that provides Birth and postpartum doula services led by Emily Ayers. 

Polynesian wayfinding charts inspired the logomark. This concept stemmed from Emily’s Okinawan heritage and her Polynesian ancestors. She found a parallel in this idea of a Polynesian Wayfinder and the role of a doula in the pregnancy journey. Just like the Polynesian Wayfinder aids in finding the direction of travel, the doula’s role is to reaffirm and serve in a woman’s pregnancy journey. The logomark also has a central connection point that symbolizes Wayfinder Birth Services’ interconnected approach. 

I chose a feminine typeface with off-axis curves, making it a unique high-contrast typeface that pairs well with the logomark. 

The color palette features soft, muted pastel colors inspired by nature; they convey a sense of calmness, beauty, and femininity to capture the company’s essence.