Business

Brand Elements | The Morning: A Community for Women Grieving the Loss of a Baby | Branding by Laura Kashner | The Morning by Ashlee Proffitt

A year ago I had the privilege and honor of launching an incredibly important project; a project that had been in the making for nearly 8 years. The launch of this project marked a new season of work and most importantly, an opportunity to help women who were grieving the loss of a baby. When I lost my son in November of 2008 I needed help. I needed community because I suddenly felt absolutely alone and I need constant reminders that God had not left me, that He had not forgotten me, that He was a good Father despite the tragic loss we were experiencing.

In October of 2016 I launched The Morning: A community of hope for women finding joy after miscarriage, stillbirth or infant loss.

In early 2016 the plan for The Morning was taking shape. I needed branding, logos and collateral and a website designed. And even though I had spent the last decade designing brands for creative businesses I decided that it was in the best interest of The Morning to have an objective designer do the heavy lifting for this one. As a designer, I knew I needed fresh eyes on this project that was so dear to me.

So I hired the lovely Laura Kashner of Laura Kathryn Creative. We worked together to create the beautiful brand elements for The Morning and then I implemented those elements into collateral designs and the website.

BRANDING INSPIRATION


Brand Inspiration | The Morning: A Community for Women Grieving the Loss of a Baby | Branding by Laura Kashner | The Morning by Ashlee Proffitt

Our Goal:
To create a brand that communicated hope, renewal, healing, and strength; a soft place to land for an aching heart.

BRAND ELEMENTS


Brand Elements | The Morning: A Community for Women Grieving the Loss of a Baby | Branding by Laura Kashner | The Morning by Ashlee Proffitt

COLLATERAL ELEMENTS


Collateral Designs | The Morning: A Community for Women Grieving the Loss of a Baby | Branding by Laura Kashner | The Morning by Ashlee Proffitt

Our current collateral needs were relatively small, notecards and packaging items for the AadenSage Birthday Project. I incorporated a classic seersucker stripe for a timeless.

WEBSITE


Website Design via WordPress & Bluchic Themes | The Morning: A Community for Women Grieving the Loss of a Baby | Branding by Laura Kashner | The Morning by Ashlee Proffitt

I created a blog based website using WordPress and my favorite wordpress themes (!!) The site came together perfectly, visually communicating hope, healing, and strength. In an effort to create a place that felt safe and effortless, I kept the site simple and easy to use. There are no fancy bells and whistles, just a soft place to land where an aching heart can feel loved and cared for.


What do you think? Have you checked out The Morning? Do you know a woman who could benefit from the message of hope we are providing there?

Are you a graphic designer? Have you ever hired out design services because you were just too close to the project?

Creative at Heart Conference | Denver, CO | July 24-25, 2016

Dear Creative Business Owner + Dreamer, You know those days when you sit at your computer dying for community? Community that understand the challenges of business ownership and can speak into those challenges offering wisdom and advice because they’ve been there? Community that cheers on the dreamer in you, who encourages those seemingly crazy ideas? Community that […]

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That moment you meet a potential client and you practically beg them to let you work on their project because you just know immediately what a perfect fit the two of you are. Meredith Teasley was one such client. An absolute gem who made this branding project effortless even amidst morning sickness and moving! Together we created […]

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 Photography | Event Design | Florals by One Sweet Day in May Working with creatives to develop their brand is enormously rewarding, especially when said creatives are in the early stages of business ownership and you get the privilege to watch them grow as business owners right before your eyes. One Sweet Day in May is a boutique floral design […]

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Hooray! I am so excited to introduce to you this gorgeous brand that I have been pouring over the past few months. This brand, complete with a new website (!!!), launched this week and I am so excited about how everything turned out. Joy is an amazing young woman with an unbelievably strong testimony of […]

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