Pacify is a maternity care platform dedicated to supporting parents through one of life’s most profound and disorienting transitions. By offering on-demand access to nurses, lactation consultants, and care professionals, the brand plays a critical role in helping families feel informed, supported, and empowered—from pregnancy through early parenthood. Originally focused on B2B partnerships, Pacify was looking to expand into a direct-to-consumer model—and needed a brand and product experience that could meet parents with emotional clarity and care. This shift called for a design system that honored the intensity of the journey and could evolve alongside both parent and child.

At the heart of our approach was a single, powerful truth: a child is in constant transformation—even before they are born. Every day, they become more and more themselves. To care for that change, a parent must undergo a transformation of their own—becoming the parent their child needs. Leading the brand and product redesign, I tasked my team with bringing this insight to life. We reframed Pacify not just as a support tool, but as a steady companion in this mutual evolution—accompanying both parent and child on the journey of becoming. From messaging to product innovation, we infused the experience with warmth, adaptability, and reassurance. The result was a deeply empathetic brand system that met users where they were—offering clarity in critical moments and reinforcing Pacify as a trusted, human presence at every step along the way.