A FemTech startup came to me with a powerful vision: to support breastfeeding mothers across the U.S. by making breast pumping more accessible, affordable, and empowering. They were seeking a brand and digital presence that could reflect their innovation while resonating deeply with modern mothers navigating early parenthood.
Role:
Brand & Web Designer
Industry:
FemTech
Duration:
4 weeks
Challenges
Emotional Branding: Designing a brand identity that connects with modern mothers navigating the physical and emotional demands of breastfeeding.
Educational Communication: Explaining complex product innovations (like insurance-compatible pumps) in a digestible and accessible way.
Founder-Led Execution: Creating a lightweight marketing and digital strategy that the founder could easily implement solo.
My Approach
Discovery Phase
Market & User Research: Analyzed FemTech market trends and gathered insights from breastfeeding mothers to understand key emotional and practical needs.
Core Message Development: Helped the founder articulate a clear and compelling mission to support fundraising and brand storytelling.
Brand Strategy: Defined Erieve’s tone as empowering, supportive, and tech-forward, with a focus on improving breastfeeding outcomes and reducing costs.
Design and Development
Visual Identity: Designed a premium yet approachable visual system with soft typography, inclusive imagery, and a calming, accessible color palette.
Brand Style Guide: Built a lightweight brand guide to support consistent communication across web, social media, and investor materials.
Landing Page Content: Collaborated with the founder on concise, emotionally resonant copy and layout for the landing page and pitch materials.
Pitch Deck Design: Designed a compelling pitch deck that aligned visually and strategically with the brand, helping the founder clearly communicate the problem, solution, and market potential to investors.
Testing and Iteration
Founder Feedback Loops: Worked closely with the founder to review and refine the design, messaging, and usability for her solo use.
Investor Deck Sync: Ensured brand visuals and positioning were aligned across the pitch deck and website so that they can start reaching out to investors confidently.
Results
Erieve is preparing to launch with a strong, cohesive brand identity that resonated with both mothers and investors. The visual and verbal clarity we built already helped the founder gain early interest from investors, partners, and collaborators.
Future Plans
Web Development: Transition the landing page into a full e-commerce site as product development advances.
Community Building: Support future design needs for a content hub and social media engagement to grow Erieve’s audience.
Conclusion
Through thoughtful strategy and emotionally intelligent design, I helped Erieve lay a credible, mission-driven foundation in the FemTech space. The project demonstrated the impact of branding that honors both innovation and human experience.
