Camilla Dei Tós is a Doula and Perinatal Educator, who helps pregnant women with physical, emotional and informational support during pregnancy, delivery and postpartum, in her words “After losing my daughter I felt aimless, but with time I found my purpose through my pain, I started to walk with mothers and help mothers and it brought me comfort and meaning. So I found myself inside the doulage, a place where I can support mothers, so my purpose is my profession.”

She sought to create a brand identity that attracts her target audience, something that makes women connect and feel welcomed, conveying professionalism and comfort.

The Symbol was created using the same style and aesthetic as “interventionist” typography, with a fluid, rounded and free form. Bringing a lot of comfort and lightness to the look.

The concept is a mixture of the letter “C” with the symbol of a heart in the background, forming the figure of 2 people, alluding to the figure of a mother holding a baby.

Even if some of these concepts are not so apparent at first glance, the form alone already brings lightness and comfort, enriching itself with profound concepts in a second analysis.

The brand’s main font mixes letters built with geometric shapes and more common ones with letters built with fluid shapes, generating a unique and striking personality without being “too much” and without running away from minimalism.

The “intervention” of the most fluid typography happens in the letters “L”, “E” and “T”.

The more fluid typography, without corners and with more rounded shapes, brings a feeling of comfort and lightness, mixed with the geometric shapes of the rest of the letters, bringing security and professionalism.