Genea Fertility
Where Babies Come From
Brand Refresh & Campaign — Lead Designer
When it comes to conception, society is still heavily focused on natural sex between a man and a woman. Yet 1 in 20 children are conceived via IVF. But with a distinct lack of public acknowledgement that this is a normal way to have a baby, people with fertility issues feel stigmatised and unable to talk about their IVF journey publicly.
To change this, we challenged every category norm with a new brand platform that stood out from other fertility specialists, ‘Where babies come from’.
Instead of highlighting the sterile, medical nature of IVF, we captured the joy of conception and making babies, no matter where they come from.
A provocative tone, bright colours, playful typography and modern illustrations helped us connect to a younger audience – with each touchpoint a far-cry away from what has been done before.
To change this, we challenged every category norm with a new brand platform that stood out from other fertility specialists, ‘Where babies come from’.
Instead of highlighting the sterile, medical nature of IVF, we captured the joy of conception and making babies, no matter where they come from.
A provocative tone, bright colours, playful typography and modern illustrations helped us connect to a younger audience – with each touchpoint a far-cry away from what has been done before.
Project
Brand Refresh
Campaign Design & Development
Developing & Designing Brand Guidelines
Print
Digital & Social
Awards
⏰
Brand Refresh
Campaign Design & Development
Developing & Designing Brand Guidelines
Digital & Social
Awards
⏰
Team
I developed and executed the entire brand refresh and launch campaign with support from the Head of Design and Creative Directors; logo treatment, typography, colour usage, iconography, visual devices, infographics, social redesign, do’s/don’ts, illustration usage and creation of flexible templates for the internal marketers. All visual communications were updated and united under Genea’s new look and feel. The new brand was outlined in a “brand baby” toolkit, so Genea’s internal design team could build on our baby.
Chief Creative Officer - Ant White
Creative Directors - Jeremy Hogg & Richard Shaw
Copywriter - Fee Millist
Head of Design - Darren Cole
Illustrations - Mrzyk & Moriceau
Account Service - Nicholas Biggs
Thank you Jeremy for making everything better.
I developed and executed the entire brand refresh and launch campaign with support from the Head of Design and Creative Directors; logo treatment, typography, colour usage, iconography, visual devices, infographics, social redesign, do’s/don’ts, illustration usage and creation of flexible templates for the internal marketers. All visual communications were updated and united under Genea’s new look and feel. The new brand was outlined in a “brand baby” toolkit, so Genea’s internal design team could build on our baby.
Chief Creative Officer - Ant White
Creative Directors - Jeremy Hogg & Richard Shaw
Copywriter - Fee Millist
Head of Design - Darren Cole
Illustrations - Mrzyk & Moriceau
Account Service - Nicholas Biggs
Thank you Jeremy for making everything better.