Sitting Moon Doula
Sitting Moon Doula is owned and operated by the amazing Angeleca “Jelly” Liu, a one-woman powerhouse bringing warmth and tradition to postpartum care. A Chinese practice called the “sitting moon” enables new mothers to rest for about a month after giving birth, and they are typically surrounded by family members for support. Inspired by this practice, Jelly fills that role in today’s world where family isn’t always just a few miles away. She specializes in helping families during those first chaotic weeks, whether it’s first-time parents, twins and triplets, or medically fragile babies. And she goes above and beyond, offering overnight support (a rarity), preparing meals for the whole family, teaching cloth diapering, and even elimination communication. (Yes, she helps parents potty train their infants!)
Jelly came to us through a referral from another happy client, and from the very first chat, we knew this was going to be something special. Her passion for what she does is contagious, and we couldn’t wait to help Jelly share her story and connect with even more families who need her care.
Industry
Education/Childcare
Collaborators
Andi Lucas, Founder & CEO
Services Provided
(Click to jump to each section)
Branding
Project Brief
Bird’s Eye View
When Jelly came to us, she didn’t even have a company name or know where to begin with her branding. We started from scratch, sitting down with her to brainstorm what made her services unique and how she wanted families to feel when working with her. Together, we landed on “Sitting Moon Doula,” a name that beautifully ties back to her cultural inspiration while reflecting her warmth and care.
Ruffled Feathers: Sitting Moon Doula’s Pain Points
Before we started working together, Jelly didn’t have a brand — just a strong reputation and a passion for helping families. She had built a presence on Doula Match, where her glowing reviews spoke for themselves. However, the platform had its limits: There was no real space to showcase her story, her expertise, or the unique, personalized care she provides.
Our Flight Plan
Our goal was to create branding that would grow with Jelly and make it easy for her to expand her business in any direction. We didn’t want to give her just a logo; we wanted to build something flexible and functional … something she could effortlessly use across her website, social media, and even future product packaging. Whether she decided to create cards, labels, or other wellness offerings, her branding would be ready to go.
Logo & Imagery
We worked through several rounds of logo designs, making sure to create something that felt personal to Jelly. After spending time getting to know Jelly, we decided her branding needed to feel as special as she is. We wanted her aesthetic to reflect her earthy, mystical, and warm personality. The final branding doesn’t just represent her services; it also symbolizes Jelly as a person. She loved how the process brought her ideas to life and gave her a brand she could fully connect with and feel proud to share.
The logo and imagery for Sitting Moon Doula were designed to reflect warmth, tradition, and the calming presence Jelly brings to postpartum care. From the beginning, she was drawn to the idea of incorporating a baby, a moon, and stars to symbolize rest, nurture, and connection. The final logo captures this perfectly, with a mother cradling her baby, framed by a crescent moon and accented with delicate stars.
Logo & Imagery
We worked through several rounds of logo designs, making sure to create something that felt personal to Jelly. After spending time getting to know Jelly, we decided her branding needed to feel as special as she is. We wanted her aesthetic to reflect her earthy, mystical, and warm personality. The final branding didn’t just represent her services; it also symbolizes Jelly as a person. She loved how the process brought her ideas to life and gave her a brand she could fully connect with and feel proud to share.
The logo and imagery for Sitting Moon Doula were designed to reflect warmth, tradition, and the calming presence Jelly brings to postpartum care. From the beginning, she was drawn to the idea of incorporating a baby, a moon, and stars to symbolize rest, nurture, and connection. The final logo captures this perfectly, with a mother cradling her baby, framed by a crescent moon and accented with delicate stars.
Color & Typography
Jelly was very intentional about the color palette. She wanted to move away from the bright whites and pastel pinks often associated with baby-related services, finding them too overstimulating. Instead, she envisioned something deeper and earthier. She was drawn to colors that feel warm, grounding, and restful to mimic the perfect conditions for the cocooning phase of postpartum recovery. At the same time, we avoided stark black and white, as those carry different cultural meanings in Asian traditions. The end result is a palette that feels soft yet rich, comforting yet sophisticated.
It was important for this branding to remain authentic and personal. We blended modern design with mystical, earthy, and Asian-inspired elements to reflect who Jelly is. Every detail was intentional, ensuring that as Jelly’s business evolves, her brand will continue to feel just as authentic and meaningful as the day it was created.
The Final Product
Photo Gallery
Love Notes
Angeleca Liu
Founder & Owner of Sitting Moon Doula
“Andi, I really love everything your team put together. You were all very communicative, and everything was thoughtfully executed. You made things easy and everything felt streamlined. I especially loved the copy process — your team wrote beautifully, capturing the essence of what I do.”
