The Genea logo’s genesis began like life itself with the dividing of the cells. A visual parallel was drawn between the cell dividing and the shape of a serifed lower case ‘g’.
A timeless serif font was chosen to reflect quality, trust, attention to detail and balance.
The font was modified to highlight the idea of genesis. For the keen eye, if viewed on its side, fallopian tubes are also a discoverable within the logo.
The gradient and associated patient-facing colour of yellow is reflective of a sunrise, a new day, hope and positivity.
The ‘g’ device was also created to be used as a monogram moving forward.
It is used in multiple branding touchpoints to add personality and create a distinctive and ownable visual asset.
Through the in-depth customer journey mapping conducted at the beginning of the brand development project, a major insight was that creating trust, support and expectation management throughout the patient experience was imperative.
This insight drove the development of numerous patient and clinician documents, printed and digital collateral, and other comms.
Any imagery used throughout the new Genea brand needed to be inclusive and empathetic, conscious of the myriad of feelings patients go through on their personal fertility journey.
Genea
When we started working with Genea on their brand refresh, we quickly learned they are one of the best in the business of fertility and their brand and patient experience needed to better reflect this.
To say we immersed ourselves in the fertility industry is an understatement. We started by conducting hugely in-depth customer journey mapping, a full market competitor audit, comprehensive stakeholder and customer interviews, existing collateral reviews, and even attended egg freezing seminars.
Client
Genea World Leading Fertility
Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Corporate Collateral
Social Media
Signage and Wayfinding
Environmental Graphics
Photography Art Direction
Social Media Design