Project Scope: Branding | Website Design | Email Campaigns | Business Materials
Problem
As a former nurse midwife turned IBCLC, Leslie has nurtured Beyond Birth Lactation Services into a trusted haven for new and expectant mothers over the past decade. When we first connected through her other business, Fairy Hair Flare, she was simultaneously expanding her lactation team and outgrowing her DIY website.
Her original site no longer reflected the professionalism or warmth of her in-office experience. The visuals felt dated, navigation was clunky, and she couldn’t easily update or promote events — missing a critical opportunity to turn her site into a true business tool. She needed a full brand refresh, modern functionality, and a digital experience that matched the level of care she provides.
Solution
We began with a brand evolution. Leslie was emotionally tied to the lotus flower in her original logo — a powerful symbol of rebirth and resilience. Rather than start from scratch, we honored its meaning and incorporated a custom-designed "milk drop" nestled within the lotus. This new mark beautifully blends the femininity and calm of the lotus with the essence of lactation — creating a visual identity as meaningful as it is elegant.
The brand color palette was softened into a powdery periwinkle and grounded with natural tones that instantly evoke calm, comfort, and trust. These elements now live across all of her patient touchpoints — including business cards, pencils, printed signage, and vinyl decals for her new office location and exam room doors.
From there, we completely rebuilt her website to become a functional and strategic asset — not just a digital placeholder. Key features included:
A calming, clean design that puts patients at ease
A new Events Page where Leslie can promote upcoming in-person and virtual classes
SEO enhancements for increased visibility
Fully responsive design for mobile users
We also kicked off email marketing campaigns to her robust patient list, focused on promoting new offerings, support groups, and seasonal updates.
Results
In just the first 30 days, the newly launched Beyond Birth website received over 650 unique visitors, reflecting renewed interest and visibility. Her email campaigns are currently averaging a 2% click rate, which aligns with industry benchmarks — and this is just the beginning.
Most importantly, Leslie now has a cohesive and comforting branded client experience — from her website, to her marketing materials, to the very doors of her office.
Growth Plan
Next up for Beyond Birth:
E-Commerce Boutique: We’re preparing to launch an online store featuring lactation-friendly products, boutique baby goods, and comfort tools for postpartum recovery.
Email Automation: We’ll implement a strategic nurture sequence to convert website visitors into class attendees, boutique shoppers, or in-office patients.
Ongoing Strategy: As Leslie continues to grow her team and offerings, we’ll ensure her digital tools scale right along with her.
📍 Explore the Live Site: https://www.beyondbirthlactation.com/
📱 IG | FB: @beyondbirthlactation
Thank you, Leslie, for the honor of building both of your incredible businesses. Your dual gifts of sparkle and support are truly one of a kind — and I can’t wait to see what you do next.
We don’t do templates. We build businesses that feel aligned, profitable, and uniquely yours. Ready to start?
Partner with Us
Chelsea Klender, founder of RISEmpowerment, helps entrepreneurs ditch the overwhelm and build profitable businesses through strategic coaching, branding, and websites that work.
If you found value in this topic, subscribe to our email newsletter and share this post with your business bestie!
