01
project
overview
A brand that gives water birth the dignity it deserves.
Delia had built a quiet, growing business renting and selling professional birthing pools across Israel, all through word of mouth. Then she secured the exclusive rights to a new kind of pool: biodegradable, affordable, designed for a single beautiful use. It was ready to go global. It didn't have a name.
She came to the Sprint with a product, a mission, and no brand to carry either. The work was to name it, build its visual world, and give it a presence steady enough to stand next to established players in the UK and beyond.
What she was really protecting was bigger than a pool. It was a woman's right to choose how she brings her child into the world.
(10-day brand sprint)
02
The moment
Birth is one of the most intense experiences a person goes through, and the products around it rarely honor that. Water birth especially sits in an awkward place: dismissed by some, treated as fringe by others, sold through cheap inflatable pools never designed for the job.
Delia's conviction was simple and radical. Every woman deserves to make an informed, intuitive choice about her own birth, and every kind of birth can be a little better. The brand had to hold that. It had to feel calm, safe, and credible to midwives and hospitals, while feeling warm and human to a mother choosing this for herself. It had to signal care and professionalism without turning clinical, and warmth without turning soft or twee.
And it had to carry a founder who had lived every side of this — seven births, in and out of water, by choice.
03
WHAT WE DID
We built a brand around the feeling water gives a laboring woman: held, but never restricted. That idea shaped every decision.
→ We named the mission, not the product. The pool became Evia. The company became Birthspace — a parent brand built to hold Evia today and more products tomorrow. Evia by Birthspace. One name for the thing you use, one for the world it belongs to.
→ We let the founder change her mind, on brand. Midway through, Delia paused and asked to revisit the name. Rather than treat that as a detour, we treated it as the exact instinct her brand celebrates — a woman listening to herself. The final name is stronger because she did.
→ We designed for calm, not clinical. In a category that swings between sterile medical and cheap inflatable, we built a visual world that feels grounded, warm, and safe. The color of held breath and warm water, not the color of a hospital ward.
→ We made room for the taboo. Birth is physical, sensual, and honest. Rather than sanitize it, the identity gives Delia language and imagery to talk about birth the way she actually talks about it — openly, without fear.
04
THE RESULT
Delia walked out of the Sprint with a name she loved and a brand that finally matched the conviction behind the product. The awkward, hard-to-place category had a world of its own: calm, credible, unmistakably human.
A complete identity — name, logo, color world, type system, and the start of a brand language — delivered in a 10-day Sprint for Good™. A foundation built to carry one pool now, and a family of products as the mission grows.
