Lauretta – Holistic Midwife & Birth Support Specialist

Lauretta is a trained midwife dedicated to providing physical, emotional, and educational support through pregnancy, birth, and postpartum. She empowers women and their partners to approach birth feeling calm, confident, and fully informed, ensuring they have the tools to navigate the experience their way. Her approach focuses on mind-body connection, informed decision-making, and strengthening the bond between partners.

Creative Mood & Direction

With a diverse range of services—including group classes, private consultations, acupressure and acupuncture sessions, online courses, and an upcoming podcast—it was essential to create a collection of images that reflected every aspect of her work. The goal was to provide her with versatile, storytelling imagery that could be used across her various platforms.

To make the shoot feel genuine, I set up a mock class with real expectant mothers, capturing natural moments of learning and connection. This approach gave Lauretta a library of images that truly reflect the warmth and guidance she offers.

Location

When discussing her brand aesthetic, Lauretta described her ideal setting as "fresh white, lots of plants, and timber accents." To align with this, we staged a mock class (thank you to all the fake husbands and actual pregnant ladies who volunteered for that) in a beautifully styled space that embodied this look. We then transitioned to a consultation room to capture clinical yet warm, approachable imagery. This combination gave her a well-rounded gallery featuring both professional, clinic-style images and inviting, interactive class scenes.

Aesthetic & Styling

Lauretta’s brand colours—rust, light pink, pastel green, cream, light brown, and white—served as the foundation for the shoot’s colour palette. She curated the perfect wardrobe to complement these tones, ensuring a seamless visual connection across her branding.

To enhance the storytelling element, we incorporated industry-specific props such as a pelvis model, baby doll, placenta replica, knitted breast, acupuncture needles, moxa, and printed guides. These elements helped illustrate the depth of her expertise and the hands-on nature of her work, allowing her to use targeted imagery for specific services on her website and marketing materials.

The Final Collection

Lauretta now has a comprehensive library of cohesive, high-quality images that she can effortlessly use across her website, social media, marketing materials, and printouts.

Her brand is one of the most visually consistent and recognizable I’ve had the pleasure of working with. Every element, from her website to her handbooks and social presence, feels unmistakably hers. By ensuring her outfits, props, and locations aligned perfectly with her branding, we created a gallery of images that will remain timeless and versatile for years to come.