Hannam Fertility Centre
Industry:
Medical
Location:
Ontario, Canada
Services:
Brand Strategy
Brand Design
Brand Guidelines
Web Design
Web Development
Marketing
Print Design
Client Experience
Product Design
Environment Design
Social Media
Embedded Design Leadership for a Legacy Fertility Clinic Finding Its Next Chapter
Hannam Fertility Centre is one of Ontario's most trusted fertility clinics, with a legacy built on high success rates and deeply personal patient care. As their embedded design partner, Function has led every touchpoint of their brand evolution — from a full rebrand and patient platform to in-clinic experience, web, and ongoing marketing. This is what long-term design partnership actually looks like.
The Challenge
Rebranding a Legacy Brand with Deep Emotional Roots
Hannam Fertility Centre’s original brand reflected the Clinic Leadership's personal connection to its history and reputation for excellence. The challenge was to modernize the brand while keeping its legacy alive. Beyond the rebrand, we needed to ensure that the brand extended into every touchpoint, from the patient journey to the physical clinic environment. Additionally, a seamless website transition was critical to avoid downtime or disruptions to patient care.
Our Approach
Earn the Trust, Then Lead the Vision
With a clinic this established, listening comes first — understanding what leadership has built and what patients have come to trust. But embedded design leadership means bringing that history forward with intention, not just executing what's asked. We modernized the brand, trained the HFC team on the new visual language, walked the physical space to align the environment, and rebuilt the website with zero downtime. That work extended into Venna Health, HFC's patient-facing platform, where we designed the intake flows, cycle tools, and digital touchpoints patients interact with at some of the most personal moments of their lives.
The Results
A Brand & Product Experience Patients Actually Feel
The rebrand earned immediate buy-in from clinic leadership and patients alike — driving stronger referrals and word-of-mouth in a space where trust is everything. The website redesign improved usability without disrupting continuity, and the Venna Health platform extended that experience into the most personal moments of the patient journey. This is what happens when brand and product are treated as one cohesive system, not separate projects.