The Play Doula
Working with Maya was a deeply collaborative and purpose-driven experience. Together, we explored the intersection of creativity, spirituality, and self-expression to shape a brand that speaks directly to those feeling disconnected from themselves. This project was more than visuals. It was about building a brave space for transformation where Maya could empower others to reclaim play, expression, and emotional truth. Every element was intentionally designed to reflect The Play Doula’s bold, heart-led mission.
Year: 2025
Client Background
The Play Doula is a creative therapist who blends expressive arts and spiritual exploration to help individuals reconnect with themselves. Their work is grounded in the belief that play, creativity, and courageous self-reflection are powerful tools for healing and growth. Maya supports people who feel stuck, burnt out, or disconnected offering various programs and spaces that empower them to embrace their inner world and express their truth.
Positioned at the intersection of creativity and personal development, The Play Doula needed a brand that could hold depth, boldness, and softness all at once, speaking to an audience ready to break free from old patterns and step into something more expansive.
Branding Guide
Creating the branding guide for The Play Doula was a process rooted in depth, intention, and emotional clarity. From the outset, it was clear this brand wasn’t about aesthetics alone. It was about building a grounded identity that could hold space for transformation, self-expression, and bravery. Maya’s work called for a visual and verbal language that could speak to both softness and strength, intuition, and structure.
We began by exploring their core values, offerings, and audience blocks (particularly around burnout, self-doubt, and the desire for creative freedom). Through various techniques including audience personas, we clarified the brand’s emotional tone: playful and honest. This tone became the foundation for the visual elements we developed: earthy yet vibrant colour palettes, expressive type combinations, and symbol rich motifs that evoke healing and inner growth.
The final branding guide brought it all together, offering The Play Doula a cohesive system that included brand voice guidelines, tone of voice examples, audience insights, colour specifications, typography, logo usage, and content direction. Designed not just as a reference document, but as a living, breathing reflection of their mission, the guide empowers Maya to show up consistently across platforms while staying aligned with the soul of their work.
