The role of a doula is to add extra hands—and for Robin Andersen, she’s adding eight to be exact, and in the shape of an octopus—because what better messaging is there than a species that can multitask, change color, survive a millennium, and sport more than one brain when a mom just needs an extra set of hands?

“Hands come from the idea of once you have a new baby, you feel like you need to grow more hands to be able to accomplish everything,” said Andersen.

The idiom—and very real struggle to do more than what is humanly possible—became a launching point for Andersen’s branding—and the marriage of Jess Bejot’s, Principal at Blue + Pine, playful approach to branding.

“An octopus is a very smart creature, and they can adapt to change, and blend in with their environment. Their arms work as a team––they really are these amazing animals that have so much imagery,” she said.

As a doula, integrating that fluidity into strategic business marketing represented exactly what Andersen wanted her potential clients to know about her services.

In developing the brand voice for Robin, our focus centers on the families she serves. We’ve carefully woven a narrative that highlights how her services address critical needs during vulnerable times. By doing so, Robin creates a calm and supportive environment for new parents, allowing them to find their bearings and grow in their confidence as parents. This unique approach not only emphasizes her dedication to assisting families but also showcases the impactful role she plays during this special phase of life.