Kae Postpartum
For centuries in Korea, new parents often receive care from an emonim — a dedicated postpartum birth worker who prioritizes rest, healing and recovery. In the U.S., the picture is a little different. The call to rest is usually drowned out by the expectation to hold everything together while adjusting to life with a newborn.
My role on this project:
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I developed a voice and tone that felt like a natural extension of Kae’s offerings — gentle, authoritative, and caring — designed to build trust and resonate deeply with the audience across every touchpoint.
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I created a clear, cohesive messaging framework that articulated Kae’s core values, offerings, and differentiators. This laid the foundation for consistent, emotionally-resonant communication across web, social, and sales materials.
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I created the content strategy and wrote the website copy to introduce Kae to a new audience, ensuring the digital experience was as thoughtful and reassuring as the care itself.
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This was a brand built from the ground up, and I led the client through the brand development process and guided our designer to ensure the visual identity aligned with the brand’s voice, strategy, and target audience.
Kae was established to present American birth parents with an alternative, drawn from the time-honored Korean tradition of sanhujori.
Focusing on deep rest and recovery, Kae provides in-home care around the clock, offloading the minutia of managing a household so birth parents can get in tune with the new rhythms of postpartum.
I created a verbal identity that embodies the experience of having a Kae caregiver in the home - gracious, composed and affirming. No "You got this, Mama!" found here. Instead, Kae’s story is inclusive, relatable and firmly grounded care inspired by a resounding tradition.
Project Credits:
Creative Direction - Carissa Justice
Visual Identity - Sunny SunDuck Oh
Web Development - Isabel Bruda
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