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Navigating Dying

Custom brand and homepage for an end-of-life doula.

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ID: A mood board with several nature-based photos. Overlayed is a color palette of gem tones (tan, yellow, purple, teal, and dark green.. 

Project Scope

This was one of the most unique approaches to a brand project that I've had the pleasure of working on. My client Alison lives with Aphantasia, which prevents her from 'picturing' things in her mind without physically seeing them. So we approached the initial strategy and design phases of both her brand and website slightly differently. 

Unlike most clients, Alison didn't have any preconceived notion of what she wanted her brand or site to visually represent. All she knew was her values of courage, playfulness, and empathy; and her perspective that dying is a journey worthy of intentional support. That combined with her love of gem tones set the tone for our approach and vision. We fell in love with the visuals associated with journeys - particularly the compass and arrowed path. We matched them with calming outdoor visuals of sunsets and horizons to signify the cycle of life and death's powerful place within.

ID: A mockup of the Navigating Dying page. It has bright colors and dotted patterns.

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