Dr Alison Gee has been helping women and couples with infertility for over 17 years. Our brief was to translate her experience and caring approach to a new brand and website.
We crafted a completely new brand for Dr Gee that would speak to the target audience while refraining from becoming overly contrived. We had to steer in a direction that was on-category for fertility without looking clinical.
The logo and brand elements include pink hues to feel more welcoming and relaxing and by including a blue and cream shade we anchored the brand in a more gender-neutral space.
The logo and brand elements include abstract interpretations of cells, bringing a more playful visual that is easily incorporated into photography, breakouts and other brand pieces adding distinct personality.
Building the website from scratch meant we had to plan for a crowded market across SEO and SEM, and build a strategy that would deliver results. Through careful research, specific fertility categories were selected as landing pages to allow for deeper content throughout the site.
Dr Gee was keen to introduce herself to more potential clients via the web, and increase enquiries via the website.
The website copy leans more towards a conversational tone than other fertility sites out there. This was a deliberate choice was to allow women and couples to feel more at ease in speaking with Dr Gee and cements the entire brand experience.