SPRING FERTILITY
Updating a Brand One Day at a Time
I’ve worked with Spring since 2018, obviously that is a long time and through the years there have been many updates but in 2023 there was a much bigger change that started in 2020, but happened in 2023 (time is funny like that). Starting with a booklet and a blog, these changes have helped refresh the old and excite new brand partnerships.
Print Design
Brand Refresh
Web Design
Visual Design
Social & Newsletter Design
Illustration
The visual language involved a heavier use of the secondary font Butler, but also using stock as a basis to be transformed. Sometimes adding additional elements that blended in with the original stock to add to it (for instance the magnifying glass above). Or taking textural elements here and there. I also got to remix some happy egg and sperm illustrations I did for avatars when contributors don’t have photos.
It Starts With The Blast
With the success of events the Marketing team at Spring wanted more chances to work as an educator in the fertility space but also work with partners. I was asked to create a logo, finalize the blog’s web design, and define a visual system for blog posts that could be easily replicated.
However we never use stock when something is written by one of the co-founders, then it comes more of an exploration of how to use the icon style for a fully custom illustrated image.
Updated Web Pages
The Problem
Having not touched their website in ages the Marketing team reached forward with their hopes and dreams of updating a few key pages of the site to help reflect parts from The Blast they loved alongside the general direction collateral had been updated. One of the founders also wanted to change direction with the primary font and usage of their Spring Blue color to help warm up the site pages.
Opportunities
Working with a PDF of their hopes and dreams I sketched a lot of idea after speaking with the Creative Director. Taking bits and pieces from The Blast as well as hints of expansion in their brand to help take them into the next step.
With updates that the marketing team and stakeholders love, it came clear a brand refresh was upon us. As a retainer client, Spring has NO SHORTAGE of collateral, from booklets to sheets, digital only assets to core print pieces found at ever clinic. and so much more. At the end of it all there are over 20 pieces made, so here’s some of my favourites!
Collateral & More
With updates that the marketing team and stakeholders love, it came clear a brand refresh was upon us. As a retainer client, Spring has NO SHORTAGE of collateral, from booklets to sheets, digital only assets to core print pieces found at ever clinic. and so much more. At the end of it all there are over 20 pieces made, so here’s some of my favourites!
One of the more impactful challenges I got to solve was for the Egg Freezing 101 booklet, after Spring opened up in NYC we learned that the market there was not as familiar with Egg Freezing in LA. This booklet includes custom illustration, and FAQ, and I used to create a difference between the Egg Freezing and IVF collateral feel. Leaning into more warm neutrals instead of the clinical blues.
Photography provided by Spring Fertility.
Print isn’t along, digital got
some love too
Newsletters, social media posts, presentations, and more also got the love of the in-approval web pages. One of the parts in test is updating the language and look of their instagram highlights, done over 5 years ago the look and the copy were both out of date.
And special events call for
Print & Digital
For June 2024 Spring worked on a Pride Collaboration with Chloe’s and Juice Press. Using a design selected for the Pride shirts, I altered the design to make a graphics that resembled the partner’s products that were featured on a juice cart design, flyer, and social post. I also made a sticker to go ont he products that directed people who recieved the treats to Spring’s LGBTQ+ page!
