My Birthplace
India’s 1st Integrative Birth Centre,
led by doctors.
THE NEED
Birth center superiorly position over Hospitals
My Birthplace, a Coimbatore based Natural Birthing Center wants to compete with corporate hospitals. They wanted to position themself as the trusted Pregnancy destination facilitating natural process of childbirth in a home-like environment in contrast to the unpleasant hospital settings.
What we did ?
- Branding
- Brand Positioning
- Brand Visual Language
- Brand communication
- Website design & development
VERBAL BRAND POSITIONING
Childbirth made a Pleasant Experience
Unlike other birth centers, My Birthplace had a competitive edge of being led by doctors, as opposed to midwives. So, we used the tagline “India’s 1st Integrative Birth Centre, led by doctors”. We then came with the brand narrative that alters the perspective of the expectant parents towards childbirth - “Childbirth is not a disease to be treated, but a blessing to be rejoiced in its natural pace surrounded by family”
VISUAL BRAND POSITIONING
A Calm Visual Language
We infused this new narrative in a friendly, calm and elegant visual language. We used mild turquoise blue and white as the predominant color pallet on the website, logo, brochures to bring out the calm tone. We arrived at the Logo from the letter “B” in Birthplace that beautifully represents a baby bump.
THE IMPACT
Center gained National Attention
The clear brand narrative, communicated through design, helped the birth center gain not only the audience's attention, but also their trust. It started attracting visitors even from North India. There was an immediate boost in Instagram followers after rebranding, soaring to 20k followers