Kindbody came to us needing to get out of the gate fast with a planned NYC launch only months away. The current landscape of fertility clinics felt cold, male-dominated, and off-putting. No providers provided the assurance that comes with a familiar brand. The challenge at hand was to strategize, develop and bring to life the brand story and identity, and launch the brand and website in short order.
The brand strategy hinged on re-inventing the industry, educating the core target, and driving awareness through traditional and digital channels with an eye-catching brand behind it all. We began by exploring the brand’s core values, mission. and positioning.
We seized upon three key pillars for the brand strategy: simplicity, humanity, and a female but not feminine aesthetic. The use of a typewritten font is a reference to women’s liberation as 81% of women entering the workforce at the turn of the last century began their careers as typists.
The parenthesis symbolize the body and mind — creating an ownable and scalable visual asset, for example in the tagline “Own your (future)”.
The brand and website were developed and launched in under 10 weeks total, which is remarkable for an effort of this scope. Visit the site