Opal is a "matchmaking" app for families who are looking to connect with doulas in their community. The company needed help designing a logo that could be used for their app and business cards. They were looking for a design that would be happy, colorful, and credible.
Taking the insights the team had given me, I researched the role that doulas play in the child birthing process. The point of my initial research was to learn more about the community and how people talk about doulas. After this research, I sat down and created a word association map identify terminology that might fit with Opal’s mission. A few terms that stood out to me were “precious”, “support”, and “family”. Parents and doulas repeatedly refer to babies as precious – like a gem – and I felt that this fit in with the company’s overall image.