Client Spotlight: A to Z Fertility

fertility clinic brand design by Function Creative Co.

A behind-the-scenes look at this brand design project for A to Z Fertility.

What we covered:

→ Brand Strategy
→ Brand Design
→ Business Cards
→ Event/Workshop Posters
→ Letterhead
→ Social Media Templates
→ Powerpoint/Slide Templates
→ Website Direction


The husband and wife duo, Zeynep and Alan, behind A to Z Fertility came to us with a project: they needed a new brand direction as they began to shift from a wellness/naturopathic clinic to a niche focusing on helping their clients with fertility.

Zeynep and Alan take an evidence-based approach to fertility and wellness and wanted a brand that reflected both the natural side of their services balanced with science. Something that could help them grow as reputable NDs in the field of fertility.

Our response to the request? Yes please!

Let's take a peek at what went into this project:

Step 1 | Brand Strategy

We started with our branding questionnaire to kickoff our brainstorming about the new brand direction for A to Z. This, combined with a collaborative Pinterest vision board helped us to refine the key aspects of this brand: the business overview, the brand vibes, the brand voice, the ideal patients, the core values of the business, the brand story, a moodboard design and colour direction.


Brand Vibes:


To give you a peek into the strategy we put together for A to Z Fertility, here's what we summarized for their brand vibes.

The brand vibes for A to Z Fertility revolve around natural approaches to fertility issues, which keeps the patient’s best interests top of mind. The approach that A to Z takes is rooted in evidence-based results and testing.

Balancing continued education and leading-edge positioning, A to Z fertility remains very compassionate with each patient they interact with. They understand the struggles and overwhelming vulnerability the individuals and couples are feeling during this period.

The brand is also very connected in both the fertility/naturopath community (educating and interacting with other specialists), and also in the online community (as a fertility resource for those beyond just local patients in Toronto).

Step 2 | Concepts

Next, we worked on putting together an entire brand concept to present to Zeynep and Alan. We always start with sketching layouts and directions to how things can fit together.

fertility clinic brand design by Function Creative Co.
fertility clinic brand design by Function Creative Co.

From there, we decide on the strongest contestant and begin to get everything onto the computer with all other brand elements. That means that we put together all versions of the logo, submarks, wordmarks, icons, colour palettes, image styles and fonts. This helps our clients see everything working together instead of sending over separate files and elements for approval.

fertility clinic brand design by Function Creative Co.

Step 3 | Refine

We worked through 2 rounds of refining and tweaking the concept that we had presented initially. These tweaks included some subtle shifts in the serif font we used, and changing up some of the icons we were using. But overall, we kept the original direction, which is always a good sign!

Step 4 | Marketing & Website

We worked with Zeynep and Alan to put together a base for their website. Once we work on a brand, the options are pretty endless. These two knew they needed a hand with their website strategy, the user experience and how to apply the brand, but also knew enough about Squarespace to tackle their content and layouts on their own.

We ended up working on a website strategy and setup package to help kickstart them with their new website. We also helped them with some key marketing materials like business cards, letterhead for patient appointment summaries, slide templates for future events and online courses, PDF guide templates for future course workbooks, and social media graphics.

fertility clinic brand design by Function Creative Co.

Transitioning your business is a great time to dive in with a designer

Zeynep and Alan were in the midst of transitioning their business from a naturopathic clinic focused on wellness to a specialized brand in fertility support. This was an opportune time to dive into their strategy, values, and ideal patients so that they could build out a brand and website that worked best in this industry.

Here at Function, we always focus on strategy and foundation first. It's important to understand what your business is all about so that we can help you build out a brand, marketing pieces and a website that works for your perfect patients, clients or customers.

Ready to take your business to a whole new level?


Let's make your first impression unforgettable

If you're ready to bring your brand and business to life with strategic, intentional brand design and a website you are proud to share, get in touch with us and let's hop on a call.

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