Value Proposition Design
FLOWER OF LIFE
Flower of life/Flor de Vida is a lactation consulting practice led by Stephanie Smith, an architect whose personal journey into motherhood transformed her purpose. The challenge was to translate her vision into a clear business model and a unique narrative that differentiated Flor de Vida from other lactation services in Panama.
I led the development of the business model, defining service packages and pricing, creating the brand identity, and shaping the storytelling behind the practice. Through interviews with mothers and research on competitors, we identified Flor de Vida’s unique value: it is not a clinical service that simply teaches techniques, but a deeply empathetic space that prioritizes the mother’s wellbeing—because when the mother is happy, the baby is happy.
The process included creativity workshops and references from IDEO’s work on human-centered spaces, which inspired future ideas such as a café for mothers that integrates Stephanie’s background in architecture with her mission to support maternal wellbeing.
As a result, Flor de Vida launched with a compelling brand narrative and identity. Today, Stephanie has a full schedule of clients, growing visibility on social media, and strong word-of-mouth recommendations. The business model and narrative continue to connect deeply with mothers, establishing Flor de Vida as a trusted and distinctive service.
The Results
“Working with Mariela has been one of the best decisions I’ve ever made. Finding her was one of those rare chances that only come once in a lifetime. Her guidance and the way she understands things made every session valuable: she listened attentively and managed to turn my ideas into something useful—something that added real value to my brand.
Together, we brought Flor de Vida to life: a brand that is human, purposeful, and heartfelt, something that truly resonates and is felt across social media—exactly what I had dreamed of achieving.
I loved working with Mariela because she was able to capture my essence and put it into words I couldn’t find myself. Building the business model was a long, demanding process that took many months, but Mariela poured in dedication, effort, and heart. The result was spectacular, and I recommend her wholeheartedly.”