Akaal supports people in the last phase of their life, aiming to create a more peaceful, meaningful, and supported end-of-life experience.
/design
Professionals offering deeply personal services, such as end-of-life doulas, require a visual presence that conveys trust, empathy, and calm professionalism. I had the privilege of crafting the visual identity for my wife's end-of-life doula practice.
It was important that her personal approach to this delicate work was clearly visible in how she presented and promoted her services. However, her professional presentation didn't solely focus on the gravity of her work but also subtly acknowledged the inherent beauty and intimacy that can exist even within the profound process of saying goodbye.
"We're all just walking each other home". - Ram Dass
This nuanced perspective became a guiding principle, shaping our creative decisions and ensuring that the resulting visuals were both comforting and aesthetically refined.
We began with a photography studio session, aiming for a style that conveyed gentle approachability and a sense of peace. Later, when a magazine interview opportunity arose, we arranged an outdoor photoshoot. The goal here was to capture a natural and serene atmosphere, while still maintaining the core message of calm and supportive care.
For the brand identity we chose earth tones. Warm browns and yellows were selected to evoke a sense of grounding and nature. This palette, established alongside the logo, served as a constant reference point. I then carefully applied these brand guidelines when designing the business cards, brochure and banner, ensuring the final printed materials perfectly aligned with the photography and overall brand identity, creating acohesive and reassuring visual presence.
