Natural Births
Designing for Care and Connection
client
Natural Bitrths
role
Product Design / Webflow
Objective
A holistic digital and brand experience designed for an independent midwife’s practice. The goal was to establish a warm, trustworthy, and professional presence that reflects the values of care, guidance, and empowerment at the heart of her work. The project spanned from initial discovery to full website launch, including brand identity and physical collateral.
Challenge
Designing for a Deeply Personal Practice with a Non-Technical Client
The client was a student midwife and full-spectrum birthworker offering a range of spiritual and somatic services rooted in indigenous wisdom. She had no previous digital presence and was not tech-savvy, so my role included guiding her step-by-step through a complex creative process while ensuring the final product reflected her values, voice, and holistic philosophy.
Results
A beautiful, trustworthy, and fully responsive website that gives the client a digital presence aligned with her values.
- Positioned the brand to attract ideal clients — women seeking a deep, grounded, and spiritual birth experience
- Site launched successfully with full mobile responsiveness
- Organic traffic growing via SEO groundwork
UX Stratagy
Deep Discovery Through Empathetic Research
Client Questionnaire Highlights:
1. Target Users:
Women across their reproductive journeys — from birthing bodies to postpartum — including women of color, immigrants, and those seeking culturally competent, spiritually grounded care.
2. Pain Points:
- Medical distrust and trauma
- Lack of accessible, holistic birthing information
- Feeling unseen or shamed in traditional medical settings
3. Goals:
- Foster trust and emotional resonance
- Build a warm, informative presence for her multilingual, multicultural audience
- Empower women to reclaim birth as a rite of passage
- Dream Clients: Women ready to be “held, heard, seen, supported,” who are willing to go deep in their healing and birthing journey.
I translated these insights into a user-centered design approach that prioritized emotional resonance, accessibility, and intuitive navigation.
Design:
Branding, Color Pallet, Typography, and Design Elements.
contact me
Fill in the form to contact me or send an email to kinga.rutynowski@gmail.com