Project Overview
Every 2.5 hours a Monash IVF baby is born. This phenomenal organisation has shaped reproductive science for over forty years. Their brand, however, was outdated and did not reflect the pioneering spirit they are renowned for the world over.
Project Commissioner
Project Creator
Team
Head of Design - Jenny Mangan
Design Director - Sarah Hendy
Designer - Emily Enrica
Brand Strategists - Laura Liston & Joe Rogers
Client Director - Tanya Sulewski
Motion Designer - Belinda Giles
Project Brief
Attitudes around reproductive health have evolved over the past decade, and it was time the Monash IVF brand evolved too.
We worked directly with scientists, doctors and patients to more closely represent the new social norms around postponed parenthood, single parents and LGBTIQ+ couples through an entirely new brand identity and visual system.
Project Innovation/Need
Historically, the Monash IVF brand felt very medical and clinical, reflecting the depth of their expertise. However, with a more market-oriented approach, we quickly understood the IVF experience can be an emotional rollercoaster – one of the most difficult customer journeys a person can ever find themselves on. We needed to transform this very functional and science-based brand into a patient-centric identity which balances the clinical leadership of Monash IVF with brave, human emotion, to truly connect with its audiences.
Design Challenge
The creative solution had to strike the balance between scientific innovation and empathy and care, and have the stretch to work from global conference rooms to medical practice rooms. Anchoring on the strategy, ‘Brave leaders of progressive reproductive health’, our brandmark challenges the category cliches and is inclusive, confident and progressive. The abstracted ‘M’ has a discovery element which nods to breakthrough research, and diverse shapes which represent reproductive health.
Effectiveness
By creating a brand that is progressive, engaging and uplifting we have invigorated new energy into the organisation and connected stakeholders behind a shared and motivated vision. Audience testing with patients proved the design was relevant and compelling, with many affirming associations helping drive preference. We were thrilled for the opportunity to do the remarkable work of this organisation justice, and humbled to play a small part in creating a more positive experience for people as they navigate the often-complex consumer pathways to realising their (often long-awaited) dreams of welcoming a baby into the world.
Graphic Design - Identity and Branding - Health
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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