Case studies / Birth Parent Update
Branding an adoption startup families can actually trust
Background
Birth Parent Update is a direct to consumer adoption startup created by a serial tech founder with a strong B2B background. After years of tinkering, the product was live but the brand, message, and go to market plan were not.
Challenge
The founder had no traction, no clear audience path, and a previous agency engagement that went nowhere. The product lives inside a sensitive, closed adoption world, so both families and industry insiders needed to trust it quickly or ignore it completely.
01
Mapped the founder’s goals, product reality, past marketing, and adoption landscape to see why traction was at zero.
02
Unpack the open adoption journey, define birth parent and adoptive family segments, and surface their real questions.
03
Built a messaging guide that speaks plainly to families, explains the product in human terms, and positions the brand as an insider who respects the process.
04
Designed a visual identity that satisfies a tech minded founder while feeling soft, calm, and family focused across web, email, and social.
05
Launched a content engine with email nurture sequences, SEO driven education, and social formats, then handed a clear playbook to the internal team.
Process
We started at the brand level, not the channels, and partnered with adoption specialist Isaac Etter to define how to speak to open adoption parents and families. From there we built a visual identity and a full content and funnel strategy that the founder’s team could run long term.
Solution
We turned Birth Parent Update from a vague idea into a clear, family focused brand and content system. The new messaging, visual identity, and always on email, SEO, and social strategy positioned the startup as a trusted insider and gave the founder a roadmap to grow.
