Invimed
Rebranding of the infertility clinic brand
About Invimed and the task
Invimed is one of the most recognizable Infertility Treatment Clinics in Poland during our cooperation, belonging to the Medicover Group and having 5 centers. Our task was to carry out a brand lift in order to reach the Clinic’s Patients more effectively. What the brand communication looked like before the changes, see below.
Brand identity, brand facelift and new visual style
When creating a new brand image, we wanted to evoke emotions. Being a parent is one of the greatest adventures and at the same time the greatest reason for happiness. That is why we focused on showing positive emotions from having children, instead of communicating the problem, i.e. the inability to have a child.
Logo facelift – we made a slight modification to the typographic form. Improved the proportions of the sign (name and symbolism remained unchanged). We decided that the clover is a great symbol of hope and happiness of future parents.
Choice of colours and “flaps” – we intended the brand’s colours to be associated with vitality, growth and positive thinking, hence the choice of warm shades of green, yellow and brown.
Coloring and filters – we applied filters to the photos to warm them up and thus strengthen the sense of bond between the Clinic and the Patients.
Photo style – In image photos we show elements of the human body (parents and children), but we intentionally do not show faces – creating a sense of privacy. Infertility is often perceived as a reason for shame.
Brand Codification or Brandguide Development
For Invimed, we have developed a Brand Book that is a set of guidelines for the proper use of the brand and a BrandGuide indicating the rules for using all KeyVisual elements.
Information materials for the Clinic
When designing the materials package, we maintained visual consistency across all of the brand’s signature signals. We also used new iconography to make it easier for Patients to pick up key information.
Promotional campaign themes with respect for feelings
Due to the specific nature of the Clinic’s activity, we decided that the creative motifs of the campaign should combine emotional elements (with respect for the feelings of future parents) and a rational message (described with large numbers, supported by market or scientific research).
Educational campaign
By using large numbers and emotional images, we wanted to show that infertility is nothing to be ashamed of.
FFS Campaign
In the message we placed emphasis on the effectiveness of the method (almost 50%) and the number of families that were lucky.
MZ campaign
In the campaign co-financed by the Ministry of Health, we highlighted the lack of initial costs and high effectiveness.
Egg Donations Campaign
In our message to German patients, we wanted to emphasize the proximity of Berlin to Poznań and the possibility of completely legal adoption at the fertilization stage.
Design and implementation of a landing page for the campaign
In the process of cooperation after the implementation of rebranding, we also “made” a dedicated Landing page for the summer campaign. Simple structure, call to action and branding consistency are key in designing landing pages. We hope you like it 🙂
Design and implementation of a website for clinics
We designed a new website with a booking system for appointments. The website was based on an analysis of the needs of patients and led them along different paths depending on the initial diagnosis performed online.
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