Toronto Family Doulas

Toronto Family DoulasAfter undergoing a complete rebrand in early 2015, Toronto Family Doulas hired SongBird in 2016 to update the branding a year later to elevate the branding to fit a more luxury market. Their visual branding blended in to the appearance of the rest of the market and they had to figure out a way to stand out in the saturated Toronto doula market. SongBird needed to work with Toronto Family Doulas to define the differentiators and to reposition and reframe their strategic approach.


  • Brand: We did initial work to lay the foundation for great brand positioning. SongBird looked at audience segmentation and purchase behaviour to shape the overall strategic approach.
  • Design: After developing a detailed creative brief, we re-vamped the logo, marketing materials, and did a website refresh to reflect the new branding.
  • E-Commerce: Functionalities were added to the website to allow for online booking and payment of services including submitting signed releases/contracts.
  • Content development: We revised existing website copy as well as the Welcome package copy that goes out to all new clients to showcase the exclusivity of the new brand positioning.


The new visual branding tested well within Toronto Family Doulas’ customer segment and the website functionality and flow increased for potential customers

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Branding, Strategy