Create Fertility
Branding
UX/UI Design
Web Development
Content Writing
Industry
Services
Healthcare
Problem
Create Fertility is a new fertility clinic recently established in Melbourne, providing specialist fertility health services, IVF and other surgical procedures. Fertility is a deeply competitive category and entering the space was always going to be a challenge. Their team contracted us to design branding that would convey their expert and compassionate identity to the public, as well as design and build a welcoming and functional website.
Solution
Our team brainstormed a variety of design options and inspirations for the new branding, including colour palettes, logos and iconography. With regular feedback and communication from the Create Fertility team, we crafted a bespoke and unique brand identity that fulfilled their design wishes and conveys their personality to potential patients. This branding was the basis for their new website, which was fully developed in-house with original designs, content writing and technical functionality.
Brand Design
Create Fertility emerged from an existing women’s health brand — Create Health. However, the team of directors wanted to establish a new identity that was distinct and able to stand on its own. In consultation with the team, we identified key brand attributes that needed to be conveyed: comfort, expertise and ability, compassion and genuine care.
We spent time analysing other fertility brands to understand what their most notable attributes were, as well as potential drawbacks in their branding, and how we could make our designs stand out. As part of our design phase, we presented three full brand identities, each with a corresponding colour palette and different creative direction.
Process
Our brand development led to an innovative primary logo and overall brand identity that champions Create Fertility’s emergence. The new logo is symbolic of cells, representing the science behind fertility treatment without becoming overly clinical. Additionally, the branding pays homage to the existing Create Health brand from which the new clinic came.
The logo and icon are delivered in concert with an approachable, spirited primary colour palette of peach, coral and pearl. The warm primary palette is paired with complimentary secondary colours of stone and sage to soften the tone and provide a contrast that is still pleasing and not overwhelming to the eye.
Results
Web Design & Development
The director team wanted to ensure that the launch of their clinic coincided with a fully functional and well-made website, ready to deliver important information and convey their brand identity. Collectively we decided that the design should not appear overly clinical or medical, but should evoke a sense of warmth and welcoming. Additionally, given the many aspects of fertility treatment and variety of services offered, the website needed to be clear to navigate and make information easy to access. Prior to wireframing and prototyping, we reviewed other sites in the category, established aspects the directors wanted and began work with a clear vision.
Process
The website expands the branding we created and delivers it across a full suite of category and subcategory pages, custom graphics and brand-appropriate imagery. The full colour palette has been deployed to provide good contrast and make reading easier, but not in a way that overwhelms or becomes distracting. We have developed an aesthetic that looks contemporary while also developing a technical profile that is sound and accessible for the director team to use in the back-end. The website also comes with a custom form-fill that helps the Create team generate and access leads from potential patients.
Results
Content Writing
To complement the development of their new website, Create Fertility contracted us for content writing across all of their desired category, subcategory and main pages. This included their Home and About pages, as well as each individual service they offered. To deliver, our team researched competitors in the space and developed a tailored style and voice in conjunction with the Create team. Each page was written with a professional yet inviting voice, aimed at showing that the brand’s expertise and technical abilities are only exceeded by their compassion and care. Each page was drafted and edited to have a consistent tone before being reviewed by the director team and revised where necessary. The content writing project delivered 24 fully fleshed pages, drafted after thorough research and edited to match the overall brand tone and identity.
