The Situation

Mate Fertility was a new concept in the world of fertility and IVF. With a mission to increase access to all, it pioneered new methods and approaches for IVF and fertility treatments in locations where services were not commonly available. After some success, the brand was acquired by a new round of investors in 2024 prompting a need to revamp the brand name, look, feel and offering.

The Solution

We partnered with an agency to build the brand's central positioning and identity platform. After an in-depth round of stakeholder and expert interviews, we provided a 360 brand strategy playbook where we examined culture, customers and competitors to determine what the brand would stand for, sound like, feel like and look like; the features it would promote that were missing in the category; and the messaging it would rely on to stand out in the marketplace.

The Outcome

The final brand book was handed over to the company's creative and copywriting teams. From this, a new name (OnTo Fertility) was developed and tested, the website re-designed, and the language refreshed to represent an entirely new company and brand offering.