OVERVIEW
Palekana Perinatal Care is a proposed identity for the Hawai‘i Perinatal Services Network, evolving from a grant concept into a centralized resource hub for healthcare providers supporting all stages of perinatal care. A 21-page identity book was developed, outlining the concept, inspirations, logo development and meaning, along with applications across stationery, apparel, and web.
INSPIRATION
The identity comes from the cultural significance of water in Hawaiian culture, where it represents life, connection, and continuity. This concept reflects how care should be ongoing and interconnected, rather than limited to just one stage.
DELIVERABLES
Deliverables included a 21-page Identity Book Proposal, with sections including research, logo ideation, identity specifications, and applications.
Cover for Brand Identity Book
Select Pages
Below are select pages from each section from the Brand Identity Book.
Client Presentation
A slideshow presentation was also created as a condensed version of the Brand Identity Book.
Developing the visual identity for Palekana was an opportunity to experience what it is like to design for a real client with meaningful goals and real-world constraints. Throughout the project, our team worked closely with Hawaiʻi Perinatal Services Network to better understand their mission, gather feedback, and refine the identity through multiple rounds of iteration. Every design decision was guided by accessibility, clarity, and the organization's commitment to supporting providers across the continuum of perinatal care.
This project strengthened my ability to balance creativity with strategy, collaborate effectively within a team, and design with the needs of both the client and end users in mind. It reinforced that successful branding goes beyond creating a visual identity—it is about building a system that communicates purpose, fosters trust, and remains adaptable across a wide range of applications.
Applications used: Adobe Illustrator, Adobe Photoshop, Adobe InDesign