Let me introduce you to one of my favourite people: my friend and client, Buffy Trupp. The Mindful Fertility Project is a product created by Buffy to help women who are struggling to conceive. Buffy has an exciting history. In 2003, she first began studying the effects of Mindfulness and stress reduction on women longing to have children. She is a Counsellor and Therapist with a degree in Somatioc Psychology from the California Institute of Integral studies. She specializes in the mind body relationship to fertility. Since I love anything to do with health and wellness, I was excited to jump on board! We started out with a completely new brand for her start-up. Inspired by modern contemporary design, double exposure photography, growth and calm; Buffy wanted to infuse her brand with colours and imagery that would reflect these. Working with women who have fertility struggles, Buffy needed a brand that would be calming, inviting, empowering and feminine.
To tackle Buffy’s main goal of growing her e-mail list, we put the emphasis on her free pregnancy success program e-mail opt-in. We made sure to include this email opt-in throughout her site.
The next focus was to promote The Mindful Fertility Journal. We achieved this by using simple graphics and lead-ins on the home page leading the visitor to a long-form sales page. As this is such a multifaceted subject, Buffy wanted to give women content that was easy to absorb while teaching them about the program and giving them tangible evidence through clinically proven mind body techniques, research and social proof.
We then focused on the secondary products: we designed a cover for adult colouring book featuring illustrations by Arla Patch to help create ‘Colouring Conception, stress reduction for Fertility Success’ and designed a series of Compassion Cards – heartfelt cards to show support for fertility challenges and loss.