www.californiafertilitypartners.com

In the heart of innovation and compassion, California Fertility Partners has always been at the forefront of helping individuals and couples realize their dreams of parenthood. Recognizing the need to align their visual identity with their cutting-edge services and compassionate care, California Fertility Partners embarked on a transformative journey of brand refresh. This journey was not just about changing logos and colors; it was about capturing the essence of life, energy, and joy that CFP brings to its patients every day. I have worked with California Fertility Partners since 2009. I designed ads, presentations, trade show banners, and many other promotional materials. In 2015, I was asked to help with the rebrand and redesign of all of the marketing materials.

VISION & STRATEGY

The primary goal was to create a brand that would resonate deeply with current and prospective patients, reflecting California Fertility Partners’ commitment to innovation, expertise, and the profound joy of bringing new life into the world. We selected a bold green as the primary color—symbolizing life, growth, and energy. Green is universally associated with new beginnings and renewal, making it the perfect representation of what CFP stands for. This vibrant hue became the cornerstone of all design elements, creating a cohesive and impactful visual language. We focused on a strategy that would:

• Embrace Boldness: The new visual identity needed to be striking and memorable, a true representation of CFP’s pioneering spirit.

• Showcase Life and Energy: Using vibrant and dynamic design elements to evoke the vitality and hope that CFP offers.

• Reflect Joy and Compassion: Ensuring that the brand exudes warmth, optimism, and the joyous possibilities of fertility treatments.

ONGOING DESIGN SERVICES

The partnership with California Fertility Partners extended beyond the initial brand refresh. Ongoing design services have been crucial in maintaining and evolving the brand’s presence. This includes:

• Marketing Collateral: Designing brochures, flyers, and advertisements that are both informative and visually appealing.

• Digital Campaigns: Creating graphics for social media, email newsletters, and online ads to engage with the digital audience effectively.

IMPACT AND RECEPTION

Working with California Fertility Partners on their brand refresh and ongoing design services has been an incredibly rewarding experience. Together, we have created a bold, innovative, and joyful visual identity that truly represents the essence of CFP and its mission to bring new life and happiness to families around the world.