Candlelit Care

CHALLENGE

Black women are at a higher risk of perinatal mood and anxiety disorders (PMADs) before, during, and up to a year after pregnancy. However, nobody has developed a care model for the specific needs of black mothers. Sensing an opportunity, Candlelit Care hired C42D to advise on brand strategy, messaging, visual identity, and website.

SOLUTION

Our strategy examined the company’s business goals, competition, patient needs, and cultural context. Interviews with patients and stakeholders unearthed insights to inform the brand’s mission, vision, values, personality, and tone.

We positioned CLC as the pioneer of birthing care that is aware of the context in which people live, delivering culturally-affirming care that guides new parents through the challenge of pregnancy. The term “Aware Care” was coined to lead new parents through the birthing journey to strengthen their mental health for this experience and beyond.

Candlelit Care’s creative direction embraces a vibrant and empowering aesthetic designed to resonate with Black mothers and their journey through motherhood. The chosen color palette combines energetic yellow and orange with a grounding brick red and deep teal, evoking warmth, joy, and strength.

The typography system balances a soft, inviting serif font with clean sans-seif text that conveys confidence and reliability. Photography focuses on capturing the individual essence of mothers, showcasing their power and emotions.

The brand’s imagery celebrates various stages of motherhood, acknowledging challenges while offering hope. We landed on silhouetted, lined illustrations of mothers that we use both as a graphic element and as a pattern. This cohesive visual identity aims to create a welcoming, joyful, and authentic experience for mothers seeking support and empowerment.

RESULTS

C42D delivered the majority of the work within three months. We’ll provide more updates as this amazing brand continues to grow so stay tuned!