1 in 6 couples need extra help getting pregnant. While common, reproductive issues are shrouded in stigma. Not to mention, the process of IVF or egg freezing is fragmented, opaque, and emotional. For a decision so important, there is such little education available. For a life moment so exciting, the process feels far from.
We positioned Prima to be an expert resource for patients — for everything from education, to support, to prescriptions. By bringing transparency to a historically confusing process, and by showing humanity during an emotional journey, Prima could help patients take control of their reproductive health.
We built a brand system that symbolized strength, femininity, and expertise. The wordmark — with its thick and thin strokes, exaggerated curves, and confident stems — balanced credibility and humanity. Similarly, the linework was intended for two distinct applications — one that depicted expertise, and one that was more organic, human, and approachable. The type system was both approachable and feminine, while the brand colors and the botanical imagery emphasized natural strength.
The messaging was approachable, first and foremost. It educated patients in a digestible way, and simultaneously instilled trust in the brand. The tone of voice was equal parts comforting and empowering.
The site experience educated without overwhelming. Users were introduced to the different medications. It was up to the individual to dive as deep or as little as were ready for. They had access to the learn the depths — what the medications did, how to use them, side effects, and more. Users could also seamlessly fill and track their prescriptions. The site was designed to understand the different emotions and experiences that a user would be going through.
An trusted resource for reproductive health; a pharmacy partner during the IVF or egg freezing process; a support system during an emotional journey.