Overview

Organon is a global health care company dedicated to making a world of difference for women, their families and the communities they care for. After a brief hiatus they wanted to Signal to the market that Organon Fertility is back – and here to stay – with a renewed commitment to raising the bar around fertility solutions, continuing education, clinic empowerment and patient support. 

To do this, we needed to determine what that renewed commitment could look like and what promise of value and benefit to our customers we would be making.

If every patient’s IVF journey is unique, and therefore creates a unique set of challenges and opportunities for the fertility specialist teams managing those journeys, shouldn’t the solutions and support we offer be unique to their needs as well?

So what value does Organon Fertility promise to deliver to their customers?

After a thorough strategic workshop with the team, the following value proposition was developed:

Organon Fertility Provide fertility specialists, nurses and patients with the confidence and conviction to look to Organon Fertility first to enable a seamless and successful IVF journey - from contemplation to conception – through a commitment to providing solutions and support tailored to their needs at every stage

Brief

Develop creative concepts to bring the Organon Fertility value proposition to life, focusing on the one compelling reason that a consumer would want to use their service. This being that they provide Tailored solutions and support to meet the diversity of needs in every IVF journey.

Using this Single-minded proposition, concepts must work for both Healthcare providers (HCPs) and patients, and for various forms of communication. This includes advertising and support for HCPs, and patient education & support, and product information.

Solution

Establish a cohesive brand system that leverages Masterbrand equity, works for both HCP and patient audiences, and integrates into various forms of communication.

The bold Masterbrand colour palette was refined to a set of calmer pastels that are tints of the master colours. The colour set was chosen to be sensitive to the patients circumstances and demographics.

We introduced illustrations using a continuos line style, speaking to the journey of twists and turns patients encounter. These illustrations helped to create a more human visual language that reflects the diversity of needs in every IVF journey.