2024 - Present / Brand / Commerce / Service Design
Birth to Life
Co-founder and Digital Partner
Building a modern doula brand that bridges the gap between evidence-based care and the families who need it.
Co-founded Birth to Life for my wife Lynn, a dedicated Vancouver-based Birth and Postpartum Doula. I created the complete digital platform including a Shopify eCommerce store, a branded postpartum recovery product line, and free educational resources for new parents. The brand positions Lynn as a modern, approachable doula - appealing to the underserved segment of contemporary parents who want professional support without outdated stereotypes.
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Brand / Commerce / Service Design
Before
An exceptional doula with no digital presence and a market full of stereotypes
- After giving birth to our daughter in 2023, my wife Lynn found her calling as a doula and transitioned from HR to the birth world. She was providing exceptional care and support, but everything ran through word of mouth. No website, no booking system, no brand identity, and no way for new parents to find her services online.
- There is a real gap in the market: many parents associate doula care with outdated "hippie" stereotypes, leaving a large underserved segment of modern families who want evidence-based support but do not know where to look. Most doulas focus entirely on caregiving without building business infrastructure. Lynn's expertise deserved a platform that matched the quality of her care, and she needed someone to build the business foundation while she focused on clients.
After
A modern care brand with a Shopify store, product line, and resource hub
Business Strategy and Brand Positioning
Developed a complete business strategy positioning Lynn as a modern practitioner serving contemporary parents. Recognized the gap where doulas are stereotyped, leaving underserved families who want professional, evidence-based support. Created a brand that bridges that gap.
Digital Platform and eCommerce Store
Built the complete Birth to Life digital platform from scratch on Shopify and Squarespace. Professional brand presence with a full eCommerce store, service booking, and resource hub. Every page designed to feel modern, trustworthy, and approachable.
Postpartum Recovery Product Line
Sourced products from certified manufacturers and branded them under Birth to Life, including witch hazel perineal spray, nipple butter, belly butter, nursing cups, reusable nursing pads, and lavender recovery oil. Professional product photography and client feedback for continuous improvement.
Free Educational Resources
Created a comprehensive resource library including the Newborn Handbook, recovery guides, and birth position knowledge cards. These assets build trust, capture leads, and establish Birth to Life as a trusted partner through the parenting journey.
Marketing Materials and Brand Collateral
Designed a full set of marketing and branding resources including business cards, posters, and birth position cards. Every piece crafted to reinforce the modern, professional brand identity and give Lynn tangible tools to share with clients and at community events.
Client Feedback Loop and Organic Growth
Collaborated with clients to gather feedback guiding improvements across products and services. Leveraged Lynn's exceptional care to generate natural testimonials, the primary driver of credibility and new client acquisition.
The outcome
A complete doula brand that meets modern parents where they are - with a professional website, trusted product line, free resources that build credibility, and a business foundation that lets Lynn focus on what she does best: caring for families.
Project gallery
Newborn Handbook
Created a newborn handbook that gave new parents practical, warm guidance on the basics: cradle care, safe baby carrying, and product recommendations. Designed to be genuinely useful, not just pretty on a shelf.
Birth Position Knowledge Cards
Developed a full postpartum product line alongside educational birth position cards. Belly butter, recovery oil, healing soaps, and perineal spray all designed under one brand. Every product served a real recovery need with a modern, trustworthy look.
Free Recovery Guides
Built a library of free recovery guides that established Birth to Life as a trusted resource: C-Section Recovery, Vaginal Birth Recovery, Breastfeeding and Latching, and Newborn Beginnings. Gave new parents something valuable for free while growing the brand's email list and reach.
Postpartum Recovery Product Line
Launched a recovery product line that filled a real gap in the market: evidence-based postpartum care that didn't feel dated or crunchy. Belly butter, healing soaps, perineal spray, and recovery oil all packaged in a brand that felt modern, soft, and trustworthy.
Marketing Collateral
Created visual assets that captured the real, intimate side of the birth experience. Used in marketing and on the website to show families what doula support actually looks like: warmth, partnership, and a calm presence in the room.
Digital Platform
Built the full Birth to Life digital platform from scratch: a responsive website with eCommerce, service bookings, free resources, and Lynn's story. Designed to feel as warm and approachable as the care itself, working beautifully on both desktop and mobile.