case study
Transforming a Lactation Business with Strategic Branding & Web Design
Linding Joy | Lactation Care LLC
Through intentional branding and strategic web design, I helped Lindsey turn her business into a polished, professional, and welcoming digital space. This project reinforced my passion for empowering mission-driven entrepreneurs with design solutions that not only look great but also drive meaningful results.
The Challenge
Linding Joy was a brand-new business without an online presence, but the challenge extended beyond just creating a website—it was about changing perceptions. Breastfeeding, while natural and beneficial, carries a stigma in many communities.
Mothers often face societal pressure, misinformation, and even shame, whether they choose to breastfeed or not. Lindsey wanted to eliminate that stigma and instead celebrate the joy of breastfeeding, making mothers feel empowered, supported, and confident in their journey.
To achieve this, she needed:
- A brand that radiated warmth, encouragement, and professionalism to create a safe and welcoming space for all mothers.
- A website that educated, reassured, and uplifted—not just providing information but shifting the conversation around breastfeeding.
- Messaging that dismantled misconceptions and highlighted the beauty, connection, and benefits of breastfeeding without pressure or judgment.
This project was not just about creating a brand & a website—it was about building a movement of joy and confidence in breastfeeding for mothers and their support system.
Key Objectives:
- Clearly communicate Lindsey’s services
- Establish trust with new parents
- Simplify appointment booking
- Reflect Lindsey’s nurturing and knowledgeable brand
Brand Identity & Logo Exploration
One of the most important elements of Lindsey’s brand development was crafting a logo that visually communicated the joy of breastfeeding—the deep connection, nourishment, and fulfillment that come with the journey of motherhood.
The exploration process involved:
Concept Development:
I explored various logo directions that symbolized this joy through:
- Soft, flowing shapes to create a sense of movement and ease, reflecting the natural and intuitive bond between mother and baby.
- Sun & Light Elements – Subtle nods to radiance and warmth, evoking feelings of comfort, positivity, and energy.
Typography & Color Palette
To balance professionalism with warmth, I paired:
- Playful yet professional typography, with rounded edges and smooth curves to create an inviting and friendly feel.
- A warm, uplifting color palette, incorporating soft golden hues, blush tones, and earthy neutrals to evoke happiness, trust, and calmness.
Understanding her Brand Values
Through discovery calls, I identified key themes: warmth, professionalism, trust, and nurturing care. Lindsey wanted her brand to feel inviting yet credible.
Capturing Joy in Visual Form
Rather than focusing solely on the mechanics of breastfeeding, I wanted the logo to evoke the emotional essence: warmth, love, and the happiness that comes from nurturing a child.
Web Design + UI/UX
A Digital Space That Feels Like Home
The website needed to eliminate the stigma around breastfeeding and instead highlight its beauty, joy, and benefits. To achieve this, I focused on:
Warm, Inviting Aesthetic – The design uses soft, earthy tones, gentle curves, and natural imagery to create a sense of calm and reassurance. Mothers visiting the site should feel welcomed, supported, and understood.
Joy-Centered Visuals – I incorporated imagery and illustrations that reflect the happiness of breastfeeding, the deep connection between mother and baby, and the empowerment that comes with making informed feeding choices.
Intuitive & Accessible Navigation – The site structure was built for ease of use, ensuring visitors could quickly:
- Learn about Lindsey’s expertise and approach
- Read helpful resources on breastfeeding
- Book a consultation seamlessly
Functionality & User Experience
A key goal was to make the website as intuitive and user-friendly as possible, removing any barriers between overwhelmed new moms and the support they need.
Seamless Booking Integration – The website features an easy-to-use booking system, allowing clients to schedule lactation consultations without frustration. No endless forms, no complicated steps—just a smooth, stress-free process.
Trust-Building Elements – The site includes testimonials, professional credentials, and an inviting “Meet Lindsey” section to help build immediate trust with visitors.
Optimized for SEO & Mobile – Since many new moms browse on their phones during late-night feedings, the site was designed to be fully responsive, mobile-friendly, and optimized for search engines to ensure Linding Joy is easily discoverable.
A Website That Uplifts & Empowers
A professional, joyful brand presence that eliminates the stigma around breastfeeding and replaces it with celebration.
A seamless, engaging website experience that makes it easy for mothers to get the support they need.
A foundation for growth – With the website in place, Lindsey can now expand her offerings, publish more educational content, and build a supportive online community.
The Results
Increased Engagement:
Fully responsive, mobile-friendly, and optimized for search engines to ensure Linding Joy is easily discoverable.
Stronger Brand Recognition:
A cohesive, professional brand that builds trust and credibility, making it easy for mothers to get the support they need.
More Client Inquiries:
A streamlined booking process that led to a steady increase in consultations.
Client Testimonials
Final Thoughts
I partnered with Lindsey to create a brand and website that embodied her mission while positioning her as a trusted expert. Together, we successfully accomplished:
Brand Identity Development – Designed a warm, inviting color palette and logo that aligned with her audience’s needs and emotions.
Website Design & Development – Built a user-friendly, mobile-optimized website that made it easy for parents to find information and book consultations.
Messaging & Content Strategy – Refined her brand voice to ensure her messaging was clear, empathetic, and professional.
User Experience Enhancements – Optimized site structure and content to improve searchability and engagement.
Linding Joy is more than just a business—it’s a movement, a resource, and a safe space for breastfeeding mothers and their support system. By combining strategic design with heartfelt messaging, I helped Lindsey launch her brand in a way that not only serves her business goals but furthers her mission to bring joy, confidence, and empowerment to the breastfeeding journey.