Pioneering the
future of fertility.
In a world where we are postponing parenthood, LGBTIQ couples are now a societal norm and more singles are seeking alternate ways to create their own family, Monash IVF needed to update its brand to reflect the changing assumptions about the role of reproduction while maintaining the scientific credibility it has built over the decades. We positioned the brand to build on its heritage as a pioneer of IVF treatment and tell a clear story about the bold future of reproductive health. The brand architecture was consolidated to create a single-minded approach to communicating the brand and we updated the brand system to reflect a more contemporary view of the world and the bold decisions Monash IVF has made to shape the future of reproductive health services.
Client
Monash IVF
We think business
Business model development, consumer research design, category mapping, portfolio architecture, value proposition, stakeholder engagement
We orchestrate brand
Brand strategy, brand architecture, brand identity, brand voice, key messages, brand guidelines, brand application, employer branding
Awards
Better Future 2021: Gold
Transform 2021: Silver
“The Contenders played an enormous role in helping us to shape the future direction of our brand. Their in-depth research and discovery process allowed them to gain deep insights into our patients, our organisation, our employees, our competitors and the challenges we face as an organisation. Our new brand strategy hits the mark on all our requirements; it will differentiate us from our competitors, brings forward our pioneering legacy in a contemporary way, provides opportunity for diversification, and importantly, positions our business for further growth.”
— Chief Marketing Officer, Monash IVF Group