Starting a family isn’t straightforward.
And for some, it requires expert medical care. By launching her new practice – Genus Medical Fertility – Dr Karolina Skorupskaite set out to transform patients’ fertility health into positive, personalised and pioneering treatments. I worked closely with Dr Karolina to develop a new brand that would make a real difference.
Project scope:
Brand positioning and values | Tone of voice | Brand identity design | Templates and assets | Brand guidelines | Website
Brand positioning and values | Tone of voice | Brand identity design | Templates and assets | Brand guidelines | Website
The Genus logo concept.
Primary colour palette
A bold orange was chosen as the primary brand colour to really set Genus apart from its competitors. The orange tint helped to bring warmth.
A bold orange was chosen as the primary brand colour to really set Genus apart from its competitors. The orange tint helped to bring warmth.
Tone of voice
Genus language is honest, open, caring and expert. In contrast to the sans serif logotype, all main headings are set in a serif font to help express Genus’ human qualities… whilst also appearing premium.
Genus language is honest, open, caring and expert. In contrast to the sans serif logotype, all main headings are set in a serif font to help express Genus’ human qualities… whilst also appearing premium.
Iconography
A suite of icons was inspired by the plus-sign in the logo and helped enhance the caring message.
A suite of icons was inspired by the plus-sign in the logo and helped enhance the caring message.
‘Fertility care shaped around you’
This is Genus’ brand positioning, and all photography aligns with this (on-brand examples shown below). Naturally lit, positive, warm, expert and trustworthy.
This is Genus’ brand positioning, and all photography aligns with this (on-brand examples shown below). Naturally lit, positive, warm, expert and trustworthy.
The billboard design example (below) shows how all the Genus key elements come together.
Website copy and design
I was heavily involved in the Genus website development (below), including copywriting and design.
I was heavily involved in the Genus website development (below), including copywriting and design.
Genus literature
Copywriting and design work also extended to marketing materials.
Copywriting and design work also extended to marketing materials.
Genus Powerpoint template (below).
Work done as Design Director at Good.
Photography credits for the brand in situ: Shutterstock.
Photography credits for the brand in situ: Shutterstock.