The fertility sector has become saturated with clinics all claiming to offer the best success rates, most effective treatments and competitive pricing. Despite its delicate nature, fertility is a big money-making industry where scepticism and optimism go hand in hand.
We were approached by a business who wanted to revolutionise this sector - providing a holistic approach for fertility and gynaecological care. The ambition was to create a space that felt like a sanctuary, something that was worlds away from the cold, clinical corridors more typically associated with medical facilities.
In a sector that is dominated by pictures of bright, bouncing babies and beaming parents, we wanted to take a more sensitive approach by removing the babies from the picture - putting women's health at the centre of the brand.