A common dream in life is to start your own family, but for a number of people this isn’t as easy. In a world with a growing variety of family constellations, female health issues and societal norms the only option of creating a family lies within adoption or surrogacy. Two complex and highly discussed topics which bring forward a range of ethical and socioeconomic questions as well as bureaucratic restraints.
But what if you could grow your baby artificially?
Project Scope
Brand development
Brand marketing
Media campaign
Exhibition design
Embrygen is a futuristic reproductive health clinic that gives parents the safe and accessible option of growing their child through an artificial womb. Providing a safe, monitored and interactive new way of creating life. Embrygen offers a more inclusive future where families of all constellations can come together, while also being an alternative for women facing challenges to their carreer or physical complications when giving birth.
The brand is introduced through a campaign targeting adults wishing to create a family without the physical means to do so. By increasing knowledge around the various difficulties future parents face and the safe process of Embrygen, the aim is to create a positive mindset around artificial pregnancies. Putting emphasis on how artificial pregnancies are a better alternative due to reduced health risks and a more inclusive process.
To establish Embrygen as a professional and safe healthcare organisation the visual identity was centred around reproduction and fertility. The logotype was created to give a sense of futuristic simplicity through rounded edges and geometric shapes. The colour palette was based on emotional appeal (blue for calm, pink for sensuality and white for purity) while using lowercase lettering to communicate softness.
To enhance the connection to fertility two illustrative dots were added to the side of the logo to symbolise eggs. The use of nature photography to give a sense of the brand as a fully natural alternative.
The campaign is executed through the means of public advertising, social media and an immersive sensory exhibition.
The exhibition was designed for uncertain customers to learn more about the process and brand itself. Each room would emphasise on one of the senses, while taking the audience through the stages of artificial conception to birth.