Link to Power of Pregnancy website
Link to view or download Program Guide
Client
Power of Pregnancy | Founder of Gina Fontaine
Background
Gina was referred to me from her client and a trusted associate Jill Lohmiller at Figure 8 Marketing and Media. Gina had created a great program based on 20+ years of experience in the field, but she needed a professional brand.
Challenge
Gina had long term goals that would require a solid brand. But her immediate challenge was to present her program to Kaiser Permanente to be considered as a benefit under their umbrella. This was a big deal and the stakes were high.
Solution
When Gina originally reached out to me she had been using the logo shown below. I believe that an untrained relative had created it with good intentions.
While it had some good features that were heading in the right direction, it also had some fatal flaws. The gradient background would be limiting in instances like placing over a dark background or printing at larger sizes. The type treatment was too small in proportion to the overall logo so it would be hard to read at smaller sizes or at a distance. And the stylized outline of a pregnant woman’s body was a bit too abstract. Like I mentioned, it was heading in the right direction but needed help. The redesigned logo incorporates a more modern, readable font, in a more readable size in proportion to the icon. I liked the flow of the original abstract body form so I began working from that. After many sketches to make it a bit more literal I came upon the idea of stylistically rendering the breasts as heart. I was unsure if Gina and her clients would respond positively to it. As a man that has never been pregnant, I could only make my best attempt based on what I know about women. Happily they loved it.
Side Note: Some people might think that hiring a female designer with a woman’s perspective might be helpful and most effective in a case like this. I can see that perspective and know some fantastic female designers that could have knocked this out of the park too. But at the same time, understanding female sensibilities isn’t a complete mystery to me as a straight man. And when it comes down to it, the solid principles of design are constant for every project.
I built the website for her and suggested that she hire an videographer to shoot and edit a 90-second introductory video to put front and center on the home page. She went for it despite the added cost on a limited budget. I’m sure she would agree that it was totally worth the cost because it effectively and efficiently tells the story about the program and what her clients love about it.
The program guide was printed locally and turned out great. A shout out to PrintPointe in Denver for always delivering quality results and exceptional customer service.
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