In an era where new health services are rapidly emerging, the challenge remains to ensure that these services are both recognized and trusted by potential users. An exemplary case of effective branding bridging this gap is the recent launch of When, a pioneering Australian MedTech startup.
When has introduced an at-home egg count testing service, complemented by access to top fertility experts. This initiative aims to dismantle the traditional barriers to fertility care that have often been entrenched in clinical settings.
The startup’s strategy encompasses two main elements: a user-friendly home testing kit and a platform encouraging open dialogue about fertility. This dual approach addresses a significant market gap where fertility discussions are frequently confined to clinical environments or hindered by outdated views on biological clocks.
To develop its brand, When enlisted the expertise of Sydney-based design studio Universal Favourite. According to Kate Brookes, studio manager at Universal Favourite, “The branding needed to strike a balance between credibility and compassion. It had to resonate equally in a trusted medical setting and on the shelves of a high-end retail store.”
Brand Development
While it is common for fertility brands to emphasize medical trustworthiness, many in the sector come off as overly clinical and impersonal. Kate Brookes notes, “The challenge was to create a brand that combines trust with warmth and humanity. We envisioned a direct-to-consumer lifestyle brand grounded in robust medical knowledge but adaptable to a retail context.”
Universal Favourite collaborated with VML to conduct extensive research, including focus groups, interviews, and stakeholder analysis. Kate Brookes highlights the gap in proactive fertility information, stating, “People proactively seek out information on various health tests, but fertility is often approached reactively, making it harder to influence outcomes.”
With When being Australia’s first service of its kind, careful consideration was required to effectively communicate its significance and impact. The goal was to merge credible medical expertise with genuine personal stories to build trust in this innovative service.
Brand Identity
The visual identity of When incorporates both emotional and scientific elements. The brand’s wordmark is central to its visual identity, symbolizing reliability in the health sector. It is complemented by an organic cell shape that interacts with its surroundings, reflecting resilience amidst life’s constant changes.
Universal Favourite selected ABC Diatype for its modern, scientific appeal, which, along with a color palette of lemon and neutrals, imbues the brand with a sense of warmth and approachability.
The Egg Count Check kit, the primary consumer touchpoint, is organized into three sections: Prepare, Collect, and Send. The packaging design mirrors this structure, ensuring simplicity and ease of use. Inspired by contemporary tech aesthetics, the kit features a rigid form and premium print finishes, with a custom instruction booklet designed in-house.
Photography for the brand employs intimate portraits and close-ups to capture personal emotions and experiences. The visual style integrates natural textures and fluid forms to enhance the narrative of individual journeys.
Additionally, a series of icons were developed to represent various emotional states, adding flexibility and depth to the brand’s visual language, particularly in conjunction with personal portraiture.
Naming and Communication Strategy
Universal Favourite also assisted When in selecting its name, which poses a question: “When?” but also serves as a statement of intent. Collaborating with copywriter Amy Scott, they crafted a verbal concept that explores the internal questions people have about their fertility journey.
The brand communicates as an empathetic expert, fostering open conversation and inclusivity. It aims to be a supportive companion throughout the fertility journey, ensuring individuals feel connected and informed.
When is poised to transform the landscape of fertility testing by offering a comprehensive platform for information and support. The brand’s inaugural initiative, When Matters, is a curated blog dedicated to sharing authentic fertility stories and expert advice, ensuring that individuals feel supported throughout their journey.
Related Links:
