Towards the end of March 2012, we were approached by Surefertility, an infertility treatment initiative by Cloudnine, one of the leading players in the maternity and child care sector. They came to us with their existing branding and corporate identity, and asked what we could do for them. We offered to completely redesign their entire corporate identity and information brochures. We also offered to only refine their existing logo, as it was already being used and recognized extensively, so an entirely new logo did not make sense at this stage.
We at Aglet Design™ started churning out ideas that would not only appeal aesthetically, but also speak volumes about the brand. On presenting our initial sketches (first image) to the client, it became apparent that we had a clear winner. The sperms crowded around the egg seemed to strike the perfect balance of visual appeal and conveying the most accurate message. The design depicts hope and says ” we will definitely increase your chances of pregnancy”, but It does not say that it is guaranteed that one will become pregnant. This is exactly what the client wanted.
We then developed on this idea and scaled it across their entire corporate identity. We are so particular about quality, that we even custom designed the sperms to look perfect. The existing brand colours were tweaked and colour blocked to add richness & class. The result, a beautiful set of business cards, envelopes, letter heads and information brochures.
The last five images are photographs of the actual physical prototypes that were printed, developed and shot at the Aglet Design™ studio.
Design & Photography: Raghunath Rajaram
Content & Inputs: Dr. Vikram Kallakurchi