Love Aya is a community for mindful modern moms, focused on demystifying the postpartum experience in a real, ‘things your mom wouldn’t tell you way,’ helping them feel prioritised and empowered.
We connect mindful moms to quality postpartum products and service providers so that they can confidently navigate their unique postpartum experience. Love Aya helps women have a voice in navigating their postpartum journey by equipping them with education, resources and support.
Pregnancy (and the aftermath) resources tend to focus on the baby. Moms often find themselves unprepared and ill-equipped to focus on themselves. While knowing how to care for this precious new life is essential, Love Aya is about creating a space for moms to prioritise themselves and connect with a resourceful community as they navigate the complex postpartum journey.
We connect mindful moms to quality postpartum products and service providers so that they can confidently navigate their unique postpartum experience. Love Aya helps women have a voice in navigating their postpartum journey by equipping them with education, resources and support.
Pregnancy (and the aftermath) resources tend to focus on the baby. Moms often find themselves unprepared and ill-equipped to focus on themselves. While knowing how to care for this precious new life is essential, Love Aya is about creating a space for moms to prioritise themselves and connect with a resourceful community as they navigate the complex postpartum journey.
The visual identity celebrates what we stand for: Empowering women to advocate for themselves and their health by demystifying the postpartum experience.
Love Aya
2022
SERVICES
Brand Strategy
Visual Identity Design
Art Direction
CREDITS
Lead Designer & Strategist: Lineo Kakole
Art Direction
CREDITS
Lead Designer & Strategist: Lineo Kakole
Designer: Wian Coetzee
Designer: Daniella Rodrigues
01 Discovery
We kicked things off with a four-hour-long discovery session to really unpack the core values and aims of Love Aya. The best way to strengthen your brand and ensure long-term growth is to start with strategy. Strategy means thoughtful research, understanding trends, knowing your target audience’s expectations and using quality information to create an informed long-term plan grounded in problem-solving.
Brand Strategy
Strategy Workshop
Brand Attributes
Customer Profiles
Customer Profiles
Competitor Analysis
Brand Archetype
Positioning & Messaging
Business Goals & Data Matching
Journey Mapping
Content Pillars & Content Planning Workbook
Content Pillars
02 Identity Design
Getting lost is for the patriarchy. Love Aya equips women with education, community and resources for their unique pregnancy and postpartum journey. We represent the modern mom, likely born in, or experienced childhood, in the 90s. We go into everything your mom should've told you about pregnancy and birth but didn't. Love Aya is where the real chats are.
The gravity of bringing a new life into the world is combined with the playful curiosity of the candid modern woman who is much more attuned to her mental and physical health than her predecessors. We wanted to embody these themes in our logo, typography colour palette and overall creative direction. The hand-drawn heart has a unique personality highlighting themes of community, support and belonging. Love Aya's multifaceted community is equally embodied in our typography choices — a mix of serif and sans serif, balancing humour and earnestness with a bold, nostalgic colour palette to tie it all together.
Visual Identity Design
Brand Development
x3 Stylescapes (Colour Palette, Typography, Brand Application Examples)
Logo & Identity System
Typography
x3 Stylescapes (Colour Palette, Typography, Brand Application Examples)
Logo & Identity System
Typography
Colour
Visual Elements
Photography & Art Direction Guidelines
Social Media Template
Brand Collateral
👋🏾 Hi, my name is Lineo (pronounced dinewo),
I'm an intentional brand builder for content marketers and creative entrepreneurs. My design altruism means I’m obsessed with figuring out how to use design to create the most satisfying experiences for the people I’m working with and creating for.
