Passage Maine

Craft a full brand identity for a doula company based in Maine. Blending brand strategy with heartfelt details.

Duration

Aug-Dec, 2025

Client

Sarah Beneke

Services

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Brand strategy

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Graphic design

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Photo & video

Challenge

Create a peaceful and caring brand identity for clients to engage with, while crafting a sense of trust and seriousness that clients and their families know they can rely on.

Solution

With “a sense of trust and sensitivity” being the core of this brand, the visuals were built off way to that highlight these elements:

  • Humming Bird: Represent devotion and good luck. In many cultures they are seen as a messenger from the other side, or a guardian. Humming birds are also seen as a sign of healing.

  • Color Palette: Represents a call to nature. Teal implies purity, open communication, and clarity of thought. Dark blue also creates a sense of calmness and stability.

  • Typeface: The rounded letters create a welcoming and trusting feeling, with the lower case type creating a more approachable and easy to reach appearance.

Impact

A compassionate guide for individuals and families navigating end-of-life transitions, Passage Maine as a company emphasizes dignity, respect, and emotional support through every step of the journey.

  • Compassionate Guidance: Passage Maine provides supportive, personalized care, helping clients and families navigate the complexities of end-of-life with empathy and understanding.

  • Personalized Support: Providing compassionate, one-on-one care that honors each individual’s unique journey and legacy, fostering dignity and respect.

  • Guiding Families: Helping families navigate the emotional and practical aspects of end-of-life, offering steady guidance during a challenging time.