For the institutional branding and identity project, I chose to focus on maternal health. I created a fictional organization called Emerald Willow, which is dedicated to providing postnatal yoga and meditation classes through Minneapolis Community Education. The purpose of this organization was to fill a gap in postnatal services to new mothers. The primary typeface chosen for the logo was Jessica Hische’s Tilda typeface. Tilda is a modern and elegant script typeface that I felt would attract the demographic of new mothers. Mrs. Eaves is the secondary serif typeface, which complements the Tilda typeface. Willow leaves are placed on either side of the logotype to add balance and harmony. A willow leaf pattern was also created to complement the logotype and black and white yoga and meditation photos.
