BREAKING AWAY FROM CATEGORY NORMS
When looking for nutritional fertility advice, people seek, knowledge, experience and expertise, to find someone to understand and nurture their needs.
In a competitive marketplace, there’s plenty of businesses to choose from, however, everyone looks the same – using neutral colours, staged photography and images of vegetables – how do people choose? A challenge also faced by Angela Heap!
When choosing a fertility expert, a personal connection is extremely important, it is therefore fundamental that Angela Heap’s personality shone through – something clients felt could be improved from the existing identity.
CONNECTING WITH PERSONALITY
The tone of voice was of utmost importance to get right for this identity; opening up the opportunity to stand out, demonstrating Angela’s proven experience and an identity that’s completely different in the category.
All aspects of the identity needed to capture the Fertility Nutritionist’s optimistic, grounded, generous and tenacious tone-of-voice; this is something that Kinship was confident we could do – with our care, knowledge and understanding of this wellbeing category.
A BOLD IDENTITY WITH A STANDOUT PERSONALITY
Confidently embracing the obvious symbols of fertility, the sperm and egg, it was Angela’s initials, AH and the genius idea of ‘ah’ moment, which was key in creating an identity that delivered meaning but also an engaging play on words. This was further supported, by the optimistic colour palette and use of tongue ‘n’ cheek imagery to rejuvenate a very stuffy category, increase standout and support future business growth.