Rebecca and John* didn’t have any specific requests for their second child’s baby announcement, but since it would be mostly sent to John’s colleagues, we opted for formality over whimsy.

A monochromatic green palette can be strong and formal yet still friendly. To make it even friendlier, I added touches of brighter, lime green in the striped ribbon and the text. The typeface is friendlier still, the letters of Century Gothic being round and geometric, but it’s balanced by an elegant William Morris floral pattern screened behind the baby’s photo.

*Names will always be changed.