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
Genea was a recognised leader in fertility care, but its brand and patient experience weren’t fully reflecting its authority at the moments that matter most – when patients are deciding whether to trust, commit and proceed.
In a highly competitive, emotionally charged category, we began by diagnosing where confidence, clarity and reassurance were breaking down across the patient journey. This included in-depth customer journey mapping, a full market and competitor analysis, stakeholder and patient interviews, and a review of existing communications and touchpoints – all to understand not just how the brand looked, but how it was experienced when decisions were being made.
Client
Genea World Leading Fertility
Our Work
Category and competitor analysis
Customer journey mapping and decision-point diagnosis
Stakeholder and patient interviews
Brand positioning and value proposition development
Strategic narrative and messaging framework
Brand identity and visual system refresh
Brand guidelines and rollout supportPhotography Art Direction
Social Media Design