Birthsmarter's success story

Birthsmarter is an innovative company making a positive impact in the prenatal education space by offering eye-opening classes for expectant parents. Founded in 2019 by Ashley Brichter, a former doula and education specialist, Birthsmarter aims to empower parents with knowledge and confidence as they navigate the journey of parenthood.

THE CHALLENGE

While Birthsmarter was already building a loyal following, CEO Ashley Brichter felt that the brand's visual identity lacked professional refinement. More importantly, Ashley felt that it wasn’t resonating with a huge swath of her target audience: expectant fathers.

“How do you let somebody in and trust them to capture the spirit of what you’ve built? Enhance it without changing it? If I’m investing in this, how do I know they’ll deliver?”

– Ashley Brichter

Despite her initial concerns, Ashley put her trust in us and walked away feeling that:

“There was so much bang for my buck!”

REFINING THE BRAND IDENTITY

Thoughtful visual refinements

Updating the visual identity began with rethinking the color palette, shifting away from stereotypical baby pastels to a more vibrant and inclusive range. From there, we established clear guidelines for unifying typography and graphic layouts that embrace white space, for a professional feel that is calming and fun.

A targeted shift in tone

The brand voice was refined for clarity and relatability while infusing a touch of intellectual language, resonating with conscientious couples who appreciate informed, authentic, and non-judgmental discussions about the realities of pregnancy.

SUBTLE CHANGES, BIG IMPACT

“[They] just really nailed it. We stayed with the exact feel of who and what Birthsmarter is about, but we made these really tiny tweaks that make the brand much more accessible in a lot of ways. Now men can feel like it’s a space for them, and it feels more accessible.”

– Ashley Brichter

What truly great ROI looks like.

PRAISE FOR OUR TEAM FROM ASHLEY BRICHTER

Judy Tsuei

FOUNDER + CEO

“Judy has a very infectious personality, you can point her out in a room. So at first, I was like, wow — Judy seems really awesome and talented. Maybe she is somebody that I could really trust.”

Jazabelle Cunanan

LEAD WRITER

“Jaz and I had some great interactions. I mean, the first call was just so investigative. They really wanted to understand where I was at so they could find ways to help. It didn’t feel cookie cutter at all.”

Brent Murrell

LEAD DESIGNER

“Brent is my favorite person currently on the planet. Working with him was so easy and so beautiful. This guy gets it. He’s so fast. He’s so communicative. He’s so collaborative. He had no ego and I felt like I really had a design partner. Brent was stellar.”

Mackie Dideriksen

BRANDING & OPERATIONS MANAGER

“I feel lucky to have worked with Mackie, someone who can project manage you and not let balls drop.”

KEY TAKEAWAYS

Elevate inclusivity

Small but thoughtful design tweaks can make a big impact. By refining the visual identity to be more welcoming to all, Birthsmarter was able to expand its reach, particularly by making expectant fathers feel more at home.

Find your North Star

A well-defined brand book offers a guiding light for consistent marketing and communication. For Birthsmarter, this became a foundational tool as the company scaled into new cities, improving efficiency across the board.

Empower through clarity

A strong, cohesive brand identity doesn't just resonate with clients — it empowers internal teams. Birthsmarter’s clarity enabled Ashley and her team to confidently delegate tasks to specialized vendors, knowing their brand would be in good hands.