Project Details

Client: Michele
Date: February 2021
Skills: Logo Design

Initial Concepts

Rounds of Revisions

Turnaround Days

The Client

Michele reached out in late January of 2021 to get a logo designed for her Doula business. Not being fully aware of what a Doula is or what services they provide, I was very intrigued by the notion of helping her complete this project.


During our initial telephone conversation, my focus was to learn what exactly a Doula does and what message Michele wanted to convey with the finished design of her logo. We discussed her initial thoughts on what imagery she felt was either associated with her industry or would best help create the right message for her company. She had a pretty good idea of where she wanted to start utilizing a gift box, ribbons, and the butterfly – commonly used to represent spiritual rebirth, transformation, change, hope and life.


As mentioned earlier, Michele had an initial idea for her logo that included butterflies leaving a gift box. The initial concepts were all developed around that idea with different versions of butterflies, gift boxes, ribbons. After her initial review of the original concepts – Michele decided to go in a simpler direction with the design. We switched focus to just a gift box with different ribbons and different objects (heart or butterfly) inside the box. 

It was important to pair the new direction of the graphic elements with the correct typeface for both the business name and the original tagline she wanted to be included in the design.

Logo Design - The Last Gift - Doula Services - Red Deer, Alberta

Original Concepts

Logo Design - The Last Gift - Doula Services - Red Deer, Alberta

Refined Concepts

The final design you see above was selected from the refined concepts and after a number of rounds of revisions to get the exact look Michele was after. We brightened up the colour palette, removed the tagline for the design and simplified the gift box and ribbons in the final design. 


This project was amazing to work on. It gave me an opportunity to learn about a new industry from one of the province’s best! We were able to incorporate all the elements Michele wanted in a modern and clean design without it getting muddled. Death is a dark topic to deal with, so it was important that the logo design conveyed a more light and open vibe. I think that we accomplished that nicely with the final design.

 Graphic Design Skills Used: Vector Graphic Creation; Layout Design; Colour Theory; Typography

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