Ragged Edge has rebranded IVF insurance product Gaia to distance itself from an “idealized and misleading view” of IVF.
The service offered by Gaia focuses on making treatment more accessible and affordable. Individuals who do not leave the hospital with a child not only receive a personalized financing plan based on calculations of the number of IVF rounds required, but also pay no more than the initial insurance premium. Anyone who has had a successful IVF journey can pay back the treatment costs in installments.
Ragged Edge co-founder Max Ottignon says the studio is “impressed by the importance of the mission” and wants to live up to it with the new identity. From the new logo and photography to the collaged illustrations and color palette, the Gaia brand aims to clearly challenge what makes a family and better represent the reality of IVF.
The hand-drawn logo “summarizes the diverse and often imperfect” method of starting a family, Ottignon explains. The variation in the a’s in particular represents that “no two families are alike” and also helps set Gaia ” apart from a category full of highly sanitized identities,” he adds.
Gaia’s new photography suite attempts to portray all types of families, whether couple or single, gay or straight, with children or without. Ottignon says it also tries not to focus too much on a successful outcome – the baby – and “to speak to the IVF experience as a whole, unvarnished and real”.
Both photography and illustrations have been applied to Gaia’s identity in a collage style. The illustrations combine “abstract forms” with more vivid imagery to create “rich, evocative compositions,” according to Ottignon.
To give Gaia an “instantly recognizable color palette,” the studio opted for a mix of soft black and white with “a streak of orange,” he says. Ottignon adds that secondary hues are used to “add moments of warmth,” particularly in a digital environment, and to work with the primary palette to contrast the “recessive, corporate feel” that’s inherent to IVF category is typical.
Ragged Edge also overhauled Gaia’s branding language, trying to strike a balance between bold and empathetic. The result is a “directness in dealing with the stigma” while providing “empathy and compassion,” says Ottignon.
Gaia’s new headline font is Arizona Text by Dinamo, with text set in Suisse Int’l supported by Suisse Int’l Mono, both by Swiss Typefaces.
The new Gaia identity will be rolled out across their digital experience and communications, as well as in clinics, as it launches in the US and UK.