Jenna G Maternity
Jenna G Maternity is a maternity concierge service that provides expecting and new moms across the Greater Toronto Area with pre and postnatal support, advice and education.
The goal was to come up with a visual identity and expand it over various mediums, including a logo, iconography, patterns, business cards and web graphics.
Role: Graphic Designer
Client: Jenna Greenspoon
Agency: Brand & Mortar
Web Development: Pearl Robin
The logo anatomy was inspired by the form and curvature of a pregnant woman’s belly. Alongside a colour palette of Lavender and Medium Grey and the curvature of the lower-case serif typeface, the logo gives off a soft, feminine and approachable visual identity. Highly appropriate for the brand’s clientele.
Part of the process of building a logo and a broader visual identity is concept exploration. This is where you can start to see parts of the logo starting to come together.
Double-sided business card mockups leveraging a “knocked out” version of the pregnant belly visual.
Postcard mockups leveraging the same “knocked-out” visual of the business cards. This served as an important piece of marketing for the client’s expertise and knowledge.
Stationery mockups leveraging the main brand colour, Lavender.
A pattern that was made using the pregnant belly visual with a reduced opacity. This pattern was used as a background image for the website header sections.
A website and e-commerce platform were set up using WordPress. The website served as a way to view services offered by Jenna G Maternity, information about the founder of the company and blog posts about motherhood, among other information.
The iconography proved to be one of the more challenging and time-consuming tasks of this project. There were many icons needed to coincide with the pre and postnatal services Jenna G Maternity offers their clients. We needed to ensure a consistent style and sizing structure while being able to effectively communicate the service associated with each icon.
Prenatal Services
Postnatal Services
Iconography anatomy
Each icon is contained in a 64 x 64px art board with an 8px buffer zone. This is to ensure the entire icon has plenty of breathing room around it.
Each icon has a 48 x 48px Lavender circle around it to serve as the background. Icons with a more landscape orientation, such as the left one shall not exceed a width greater than 30px. Icons with a more portrait orientation, such as the right one, shall not exceed a height greater than 30px. This is to ensure that all icons have a consistent sizing and visual presence in their space, despite their orientation.
