Brand identity
Web design

Passionate about making reproductive healthcare accessible for all, Fertifa are the UK's leading benefits provider in an emerging market that's full of potential.

About the project

The reproductive healthcare market is relatively new territory where only a handful of competitors exist. We worked with the team at Fertifa to help define their identity, values and voice in order to make them stand out above the rest.

This collaborative process involved crafting a new approach for their strategy, brand values, identity, and digital presence in order to appeal to general consumers, partner businesses and clients across the industry.


After a period of continued collaboration we were able to deliver the new Fertifa brand in time for their business relaunch. We provided Fertifa with a fresh visual identity, a precise tone of voice and an accessible digital experience all supported by our 'care first' strategy and newly defined brand pillars.

The logomark represents health, care, the letter 'f' and the growth of new life – which all comes together to act as their new stamp in the reproductive health care industry. A bold and own-able primary colour known internally as 'blurple' ties in neatly with paired-back secondary tones to further represent different support pathways, and to build out the wider design system.

Fare continually support Fertifa, collaborating with the business on an ongoing basis to help evaluate their product strategy, create newly designed pathways and to enhance and improve their digital and visual output.


From day one working with Fertifa we agreed on creating a set of solid values and principles to help guide our creative process. What resulted was a genuine insight into the sensitive nature of their industry, and the 'helping hand' approach which they provide to people all over the country. We decided to focus closely on portraying Fertifa's inherit professionalism, attention to detail and caring personality. In a relatively young market, we decided to steer away from current trends and to build a timeless identity with own-able traits which would help to set Fertifa apart from their competitors.

More work