SPRING FERTILITY
Updating a Brand One Day at a Time
Working with Spring Fertility (or Spring for short) since 2018 I've helped update their brand slowly but surely. The major brand shift started in 2023 after the creation of their blog "The Blast" inspired by a booklet made in 2020. Working with the marketing team things form the past were synthesized into fully updated brand collateral pieces both digital and print.
*For web design examples please reach out to me directly.
Print Design
Brand Refresh
Web Design*
Visual Design
Social & Newsletter Design
Illustration
It Starts With The Blast
Spring Fertility’s Marketing team had been discussing developing a blog, after the bones of the web pages themselves had been structured I was brought in to develop the branding as an extension off of Spring’s main branding.
After the intial round the founder wanted a look at how it look at incorporating a microsope where the initial idea for the final logo came into clear view.
Drawing inspiration from a secondary font I had introduced years before alongside the blastocysts — Where “The Blast” got it’s name from I began developing the initial round based off a day 8 blastocyst. The goal day for a hopefully viable embryo.
The visual language involved a heavier use of the secondary font Butler, but also using stock as a basis to be transformed. Sometimes adding additional elements that blended in with the original stock to add to it (for instance the magnifying glass above). Or taking textural elements here and there. I also got to remix some happy egg and sperm illustrations I did for avatars when contributors don’t have photos.
Testing Brand Expansion through Web Exploration
From the pages that were explored elements like the “you” graphic to the side were incorporated into decks and modified to better tell the story of the Spring experience.
The exploration of this page also lead to the design for the live Traveling for Treatment page that acts as the spring board into the newer designs and connects web and updated collateral.
*Parts shown here are in ipsum and stock to show only elements taken.*
While working with this client. we explored the possibility of a new home page, parts of these pages through the development process were used to take elements from The Blast and incorporated into the primary branding.
I started off by sketching many, many, many variations of possibilities that worked with what had currently been in the Spring Branding with elements that would take the brand to the next steps. This included taking Butler from a side font to a main character, coming up with a custom illustration style, and taking back the blue to make Spring more approachable but still clinical.
Leads to updated collateral
With updates that the marketing team and stakeholders love, it came clear a brand refresh was upon us. As a retainer client, Spring has NO SHORTAGE of collateral, from booklets to sheets, digital only assets to core print pieces found at ever clinic. and so much more. At the end of it all there are over 20 pieces made, so here’s some of my favourites!
One of the more impactful challenges I got to solve was for the Egg Freezing 101 booklet, after Spring opened up in NYC we learned that the market there was not as familiar with Egg Freezing in LA. This booklet includes custom illustration, and FAQ, and I used to create a difference between the Egg Freezing and IVF collateral feel. Leaning into more warm neutrals instead of the clinical blues.
Photography provided by Spring Fertility.
Print isn’t along, digital got some love too
Newsletters, social media posts, presentations, and more also got the love of the in-approval web pages. One of the parts in test is updating the language and look of their instagram highlights, done over 5 years ago the look and the copy were both out of date.
And special events call for
Print & Digital
For June 2024 Spring worked on a Pride Collaboration with Chloe’s and Juice Press. Using a design selected for the Pride shirts, I altered the design to make a graphics that resembled the partner’s products that were featured on a juice cart design, flyer, and social post. I also made a sticker to go ont he products that directed people who recieved the treats to Spring’s LGBTQ+ page!
Photography by
Spring Fertility