Branding & Website Design
for Jenna Affleck | Newborn Care & Sleep Consultant
Jenna Affleck Newborn Care and Sleep Consultant
Strategy, Branding & Website
Jenna came to me looking for a complete rebrand and website overhaul for her newborn care and sleep consultancy. Previously operating under the name Your Baby Matters, she felt the branding wasn’t truly aligned with her as a professional or reflective of the services she provided. Our goal was to create an identity that positioned Jenna as the trusted support system for parents navigating the challenges of infant sleep—while appealing to both working-class families and high-end clients with demanding careers across Newcastle, Port Stephens, and the Hunter Valley.
From our first meeting, it was clear that Jenna had a strong vision for her business, but she needed clarity in how to communicate it effectively. By diving deep into her goals, audience, and brand values, we developed a strategic direction that felt both professional and approachable. The rebrand centred around a core promise: to provide parents with peace of mind and the reassurance that better sleep was within reach. This led to the creation of the tagline Rest Assured—a simple yet powerful phrase that encapsulated Jenna’s expertise while playing into the sleep-related theme.
The visual identity needed to reflect the nurturing, calming nature of Jenna’s services. Inspired by the universal desire for better sleep, I designed a logo that subtly weaves in a crescent moon forming a protective arm cradling a baby, alongside delicate four-pointed stars—an elegant nod to Twinkle, Twinkle, Little Star. A colour palette of midnight blue and soft lilac was chosen to evoke tranquillity, trust, and stability. This cohesive approach extended to her website, where every detail—from typography to imagery—was carefully selected to resonate with her audience and reinforce her brand’s credibility.
To ensure Jenna’s messaging was as strong as her visuals, I collaborated with a copywriter to refine her brand voice, making it both professional and reassuring. The final website seamlessly combined clear, engaging content with an intuitive user experience—making it easy for parents to find the information they needed while feeling instantly reassured by Jenna’s expertise.
The results spoke for themselves. Jenna’s inquiries skyrocketed, and the transformation not only elevated her brand but gave her renewed confidence in how she presented her business. In her own words:
“Ash didn’t just rebrand my business; she elevated it with the kind of professional edge you’d expect from a high-end agency, but with the personal care and creativity that only someone truly invested can provide. She also created a stunning website that perfectly reflects my brand—calm, engaging for my target market, and undeniably high-end and professional. The result? My inquiries skyrocketed.”
This project was a perfect example of how thoughtful design, paired with strategic thinking, can reshape a brand’s presence and impact. It was a pleasure working with Jenna to bring her vision to life—and I look forward to seeing her continue to grow and support families on their sleep journey.
Jenna Affleck Newborn Care and Sleep Consultant
Strategy, Branding & Website
Jenna came to me looking for a complete rebrand and website overhaul for her newborn care and sleep consultancy. Previously operating under the name Your Baby Matters, she felt the branding wasn’t truly aligned with her as a professional or reflective of the services she provided. Our goal was to create an identity that positioned Jenna as the trusted support system for parents navigating the challenges of infant sleep—while appealing to both working-class families and high-end clients with demanding careers across Newcastle, Port Stephens, and the Hunter Valley.
From our first meeting, it was clear that Jenna had a strong vision for her business, but she needed clarity in how to communicate it effectively. By diving deep into her goals, audience, and brand values, we developed a strategic direction that felt both professional and approachable. The rebrand centred around a core promise: to provide parents with peace of mind and the reassurance that better sleep was within reach. This led to the creation of the tagline Rest Assured—a simple yet powerful phrase that encapsulated Jenna’s expertise while playing into the sleep-related theme.
The visual identity needed to reflect the nurturing, calming nature of Jenna’s services. Inspired by the universal desire for better sleep, I designed a logo that subtly weaves in a crescent moon forming a protective arm cradling a baby, alongside delicate four-pointed stars—an elegant nod to Twinkle, Twinkle, Little Star. A colour palette of midnight blue and soft lilac was chosen to evoke tranquillity, trust, and stability. This cohesive approach extended to her website, where every detail—from typography to imagery—was carefully selected to resonate with her audience and reinforce her brand’s credibility.
To ensure Jenna’s messaging was as strong as her visuals, I collaborated with a copywriter to refine her brand voice, making it both professional and reassuring. The final website seamlessly combined clear, engaging content with an intuitive user experience—making it easy for parents to find the information they needed while feeling instantly reassured by Jenna’s expertise.
The results spoke for themselves. Jenna’s inquiries skyrocketed, and the transformation not only elevated her brand but gave her renewed confidence in how she presented her business. In her own words:
“Ash didn’t just rebrand my business; she elevated it with the kind of professional edge you’d expect from a high-end agency, but with the personal care and creativity that only someone truly invested can provide. She also created a stunning website that perfectly reflects my brand—calm, engaging for my target market, and undeniably high-end and professional. The result? My inquiries skyrocketed.”
This project was a perfect example of how thoughtful design, paired with strategic thinking, can reshape a brand’s presence and impact. It was a pleasure working with Jenna to bring her vision to life—and I look forward to seeing her continue to grow and support families on their sleep journey.
