WHEN: An Australian at-home fertility testing brand balancing medical credibility with compassionate design
By
David Airey
Summary
This article discusses WHEN, an Australian brand that provides at-home egg count testing and access to fertility experts. The piece explores how the brand was designed to balance credibility and compassion, making it suitable for both medical settings and retail environments. It touches on the shift in conversation around fertility for people with ovaries, moving away from the traditional focus on the biological clock.
Source
Identity DesignedWHEN: An Australian at-home fertility testing brand balancing medical credibility with compassionate designidentitydesigned.comKey quotes
· 4 pulledIn an Australian first, WHEN provides at-home egg count testing and access to the country's leading fertility experts.
They came to us to conceive a brand that could balance credibility and compassion in equal measure.
One that felt just as comfortable in a trusted doctor's office as the shiny shelves of a global beauty store.
The conversation about fertility for people with ovaries has traditionally centred around the biological clock's looming countdown.
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