{"id":4178,"date":"2024-12-16T12:15:43","date_gmt":"2024-12-16T12:15:43","guid":{"rendered":"https:\/\/identitydesigned.com\/?p=4178"},"modified":"2024-12-16T12:15:43","modified_gmt":"2024-12-16T12:15:43","slug":"when","status":"publish","type":"post","link":"https:\/\/identitydesigned.com\/when\/","title":{"rendered":"WHEN"},"content":{"rendered":"<div id='gallery-1' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/01-WHEN-fertility-identity.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility identity\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/01-WHEN-fertility-identity.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/01-WHEN-fertility-identity-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/01-WHEN-fertility-identity-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/01-WHEN-fertility-identity-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/01-WHEN-fertility-identity-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>In an Australian first, <a href=\"https:\/\/www.whenfertility.com.au\/\">WHEN<\/a> provides at-home egg count testing and access to the country\u2019s leading fertility experts \u2014 prompting a conversation about how and when people can access their own fertility information. They came to us to conceive a brand that could balance credibility and compassion in equal measure. One that felt just as comfortable in a trusted doctor\u2019s office as the shiny shelves of a global beauty store.<\/p>\n<div id='gallery-2' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/02-WHEN-fertility-manifesto.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility manifesto\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/02-WHEN-fertility-manifesto.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/02-WHEN-fertility-manifesto-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/02-WHEN-fertility-manifesto-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/02-WHEN-fertility-manifesto-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/02-WHEN-fertility-manifesto-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>The conversation about fertility for people with ovaries has traditionally centred around the biological clock\u2019s looming countdown. But with all that focus on the fear-inducing countdown, there\u2019s not a lot of helpful talk \u2014 about how fertility works, the proactive steps we can take to improve it, or why the biological clock is an outdated trope. That\u2019s where WHEN comes in \u2014\u00a0a fertility medtech company on a mission to ensure no one with ovaries is left wondering about them.<\/p>\n<p>Traditionally, brands in the fertility space are designed to build trust in their medical expertise. But this narrow focus has resulted in a category that feels overly clinical and sometimes cold, losing sight of the real people at the heart of it all. We saw an opportunity to create something that balanced the two \u2014 trust and credibility, with warmth and humanity. A direct-to-consumer lifestyle brand built on deep medical experience that felt equally at home in a retail environment.<\/p>\n<div id='gallery-3' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/03-WHEN-fertility-outdoor.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility outdoor\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/03-WHEN-fertility-outdoor.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/03-WHEN-fertility-outdoor-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/03-WHEN-fertility-outdoor-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/03-WHEN-fertility-outdoor-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/03-WHEN-fertility-outdoor-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>Fertility is, understandably, incredibly personal and seldom discussed. To get to the heart of the issue, our friends at VML conducted a series of focus groups, one-on-one interviews and stakeholder research. Because in failing to talk about it, we\u2019re failing to give people the information they need at the right time. People are proactive about pap smears, mammograms, skin checks, sexual health tests\u2014all considered lead indicators that look ahead to impact the future. But fertility is measured as a lag indicator, only measured once it\u2019s more difficult to affect the outcome. <\/p>\n<p>Without jumping through costly medical hoops, there is no accessible way for people to know what\u2019s happening inside their very own bodies without a referral. The medical industry is not set up to provide this kind of information proactively, which can make people feel blocked. And when it comes to fertility, information is power.<\/p>\n<div id='gallery-4' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/04-WHEN-fertility-logomark.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility logomark\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/04-WHEN-fertility-logomark.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/04-WHEN-fertility-logomark-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/04-WHEN-fertility-logomark-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/04-WHEN-fertility-logomark-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/04-WHEN-fertility-logomark-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>Given WHEN is the first of its kind in Australia, care needed to be taken to communicate the importance and impact of its service. Credible medical expertise was a leading reason to believe. But we also knew people needed to hear the real stories behind the brand to build trust in something so new. Striking the balance was critical.<\/p>\n<p>The result is a visual and verbal system that blends emotion with science, expression with information. Designed to showcase fertility stories, expert advice and the endless questions we ask ourselves, the brand moves seamlessly from packaging to print, retail stores to social media.<\/p>\n<p>The WHEN wordmark sits at the heart of the visual identity. Clear and confident, it anchors the brand as a dependable figure in the health and medical space. Paired with an organic cell shape that reacts to the world around it, the wordmark and logoform are a perfect foil to the other. Together, they represent standing strong amid the ever-changing nature of life.<\/p>\n<div id='gallery-5' class='gallery galleryid-4178 gallery-columns-2 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/05-WHEN-fertility-print.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility print\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/05-WHEN-fertility-print.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/05-WHEN-fertility-print-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/05-WHEN-fertility-print-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/05-WHEN-fertility-print-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/05-WHEN-fertility-print-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/06-WHEN-fertility-print.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility print\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/06-WHEN-fertility-print.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/06-WHEN-fertility-print-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/06-WHEN-fertility-print-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/06-WHEN-fertility-print-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/06-WHEN-fertility-print-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>WHEN\u2019s typeface is <a href=\"https:\/\/abcdinamo.com\/typefaces\/diatype\">ABC Diatype<\/a>. It\u2019s used for everything \u2014 from wordmark to body copy. Chosen for its modernity and scientific edge, it brings calm and clarity to everything we say. Paired with a colour palette of lemon and neutrals, the identity feels light and warm against an industry so often cold and clinical.<\/p>\n<div id='gallery-6' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-palette.gif\" class=\"attachment-full size-full\" alt=\"WHEN fertility palette\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<div id='gallery-7' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-website.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility website\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-website.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-website-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-website-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-website-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/07-WHEN-fertility-website-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/08-WHEN-fertility-u1.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility website\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/08-WHEN-fertility-u1.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/08-WHEN-fertility-u1-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/08-WHEN-fertility-u1-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/08-WHEN-fertility-u1-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/08-WHEN-fertility-u1-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>An important first touchpoint was the at-home testing kit \u2014 the Egg Count Check. The kit is split into three sections: Prepare, Collect, and Send. We designed the packaging experience to follow the same logical structure, ensuring the steps were simple to follow and easy to use.<\/p>\n<div id='gallery-8' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/09-WHEN-fertility-packaging.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility packaging\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/09-WHEN-fertility-packaging.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/09-WHEN-fertility-packaging-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/09-WHEN-fertility-packaging-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/09-WHEN-fertility-packaging-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/09-WHEN-fertility-packaging-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/10-WHEN-fertility-packaging.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility packaging\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/10-WHEN-fertility-packaging.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/10-WHEN-fertility-packaging-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/10-WHEN-fertility-packaging-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/10-WHEN-fertility-packaging-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/10-WHEN-fertility-packaging-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>Inspired by the sleek aesthetic of our favourite tech brands, the kit\u2019s box takes a rigid form with special attention paid to premium print finishes. We also created a custom instruction booklet to guide the user through the process, designed and illustrated in-house.<\/p>\n<div id='gallery-9' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/13-WHEN-fertility-packaging.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility packaging\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/13-WHEN-fertility-packaging.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/13-WHEN-fertility-packaging-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/13-WHEN-fertility-packaging-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/13-WHEN-fertility-packaging-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/13-WHEN-fertility-packaging-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<div id='gallery-10' class='gallery galleryid-4178 gallery-columns-2 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/14-WHEN-fertility-packaging.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility packaging\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/14-WHEN-fertility-packaging.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/14-WHEN-fertility-packaging-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/14-WHEN-fertility-packaging-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/14-WHEN-fertility-packaging-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/14-WHEN-fertility-packaging-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/15-WHEN-fertility-packaging.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility packaging\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/15-WHEN-fertility-packaging.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/15-WHEN-fertility-packaging-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/15-WHEN-fertility-packaging-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/15-WHEN-fertility-packaging-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/15-WHEN-fertility-packaging-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>Our primary photography style uses intimate portraits and close crops to focus on the subject\u2019s internal thoughts and feelings. We aim to capture moments that feel like a natural extension of everyday life, empowering and relatable in their familiarity. As a secondary style, we splice natural textures and fluid forms with our portraits, like fragments of memory telling the story of a person\u2019s inner world.<\/p>\n<div id='gallery-11' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/19-WHEN-fertility-outdoor.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility outdoor\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/19-WHEN-fertility-outdoor.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/19-WHEN-fertility-outdoor-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/19-WHEN-fertility-outdoor-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/19-WHEN-fertility-outdoor-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/19-WHEN-fertility-outdoor-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/20-WHEN-fertility-outdoor.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility outdoor\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/20-WHEN-fertility-outdoor.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/20-WHEN-fertility-outdoor-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/20-WHEN-fertility-outdoor-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/20-WHEN-fertility-outdoor-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/20-WHEN-fertility-outdoor-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>To further enhance this sense of intimacy, a series of icons were developed to capture the different states of mind one might feel around this sensitive and personal topic. Following the same visual language as the logo, these icons add flexibility and expression to the brand, especially when used with the intimate portraiture.<\/p>\n<div id='gallery-12' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/22-WHEN-fertility-social.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility social\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/22-WHEN-fertility-social.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/22-WHEN-fertility-social-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/22-WHEN-fertility-social-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/22-WHEN-fertility-social-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/22-WHEN-fertility-social-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/23-WHEN-fertility-outdoor.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility outdoor\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/23-WHEN-fertility-outdoor.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/23-WHEN-fertility-outdoor-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/23-WHEN-fertility-outdoor-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/23-WHEN-fertility-outdoor-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/23-WHEN-fertility-outdoor-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/24-WHEN-fertility-outdoor.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility outdoor\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/24-WHEN-fertility-outdoor.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/24-WHEN-fertility-outdoor-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/24-WHEN-fertility-outdoor-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/24-WHEN-fertility-outdoor-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/24-WHEN-fertility-outdoor-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>The brand name itself is a question \u2014 when? But it\u2019s also a statement of intent. We worked with copywriter Amy Scott to develop a verbal concept exploring the idea of an inner monologue, giving voice to the questions we ask ourselves but perhaps never verbalise. The brand speaks as an empathetic expert, both insightful and inclusive. By creating space for open conversation and asking the questions people ask themselves, we show no matter where they\u2019re at in their fertility journey, they\u2019re not alone.<\/p>\n<div id='gallery-13' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/25-WHEN-fertility-retail.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility retail\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/25-WHEN-fertility-retail.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/25-WHEN-fertility-retail-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/25-WHEN-fertility-retail-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/25-WHEN-fertility-retail-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/25-WHEN-fertility-retail-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>WHEN doesn\u2019t only set to change fertility testing, but to also facilitate an aspirational platform that aims to drive community and empowering conversation around fertility. The brand was crafted to grow into a multidimensional platform for fertility information access and support. We helped design the first step of this journey through WHEN Matters \u2014\u00a0a curated blog for sharing real fertility stories and credible medical expertise to ensure no one with ovaries was left feeling alone on their journey.<\/p>\n<div id='gallery-14' class='gallery galleryid-4178 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/26-WHEN-fertility-blog.jpg\" class=\"attachment-full size-full\" alt=\"WHEN fertility blog\" srcset=\"https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/26-WHEN-fertility-blog.jpg 1400w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/26-WHEN-fertility-blog-300x200.jpg 300w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/26-WHEN-fertility-blog-700x467.jpg 700w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/26-WHEN-fertility-blog-768x512.jpg 768w, https:\/\/identitydesigned.com\/wp-content\/uploads\/2024\/12\/26-WHEN-fertility-blog-1200x800.jpg 1200w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>More from <a href=\"https:\/\/universalfavourite.com.au\/\">Universal Favourite<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Designed by <a href=\"https:\/\/universalfavourite.com.au\/\">Universal Favourite<\/a>, Sydney.<\/p>\n","protected":false},"author":1,"featured_media":4200,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","has-thumbnail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WHEN by Universal Favourite | Identity Designed<\/title>\n<meta name=\"description\" content=\"WHEN provides at-home egg count testing and access to the country\u2019s leading fertility experts. 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