Care Fertility
Seen. Heard. Supported.
FertilityChallenge
UK fertility clinics face two main challenges. First, they emphasise outcomes that can't be guaranteed, which many people find distressing. Second, there is little distinction between different clinics, making it hard to choose the right one.
Solution
We shifted the focus from babies to Care Fertility’s commitment to supporting everyone on their journey to start a family. Anchored in the brand personality of 'Confident Care,' we redesigned the visual identity with intimate portrait photography, bold headline typography, and a distinctive core colour palette. The result is an elevated, people-focused brand that exudes confidence across every customer touchpoint.
Designing a bold, human experience
We brought the new identity to life through a website and core comms that feel confident, modern and alive. Striking typography, bright colour and powerful portrait photography combine to express Care Fertility’s belief in every individual’s journey – transforming what can feel clinical into something human, hopeful and full of energy.
Building pride into the everyday
From clinic signage and staff presentations to water bottles and notebooks, we designed the everyday touchpoints that shape how the brand is seen and felt. Each detail carries the same bold simplicity and warmth, helping every member of the team feel part of something bigger.
Making consistency effortless
To ensure the brand could be used confidently across the organisation, we built an extended system in Canva — covering everything from patient info booklets to event materials and digital guides. Designed for speed and ease, it empowers teams to produce on-brand communications without compromising quality.
Cutting through with single-minded clarity
For the OOH campaign, we stripped everything back to what mattered most — people and brand colour. Confident portraits set against Care Fertility’s distinctive palette created instant recognition and emotional connection. The simplicity and focus cut through a crowded category, showing how powerful the brand could be when it led with humanity and conviction.
Outcome
In the 12 months since launch the business has seen a 20% increase in organic traffic, 80% increase in organic social traffic to the website, 43% increase in website conversion rate and a 15% increase in employee engagement.
Testimonial
We recently worked with Greene & Sons to develop a new brand identity, and the results have been nothing short of exceptional. From start to finish, they brought fresh ideas and a modern approach that completely elevated our brand. The new identity is not only visually distinct but also engaging and perfectly aligned with our company’s mission and values. Their creative process was collaborative and insightful, ensuring that every detail reflected our vision. The final outcome has already made a significant impact, with customers responding positively and our team feeling proud of the new look. Dan delivered more than we could have asked for — an identity that truly sets us apart. Highly recommended for anyone looking to make a bold and effective brand transformation.