A distinctive new brand for Merrion Fertility Clinic that reflects its values and is inspired by connections - the relationships and partnerships formed on the fertility journey – while showcasing the Clinic as a centre of medical excellence.
Background
Merrion Fertility Clinic (MFC) was established in 1998 by Prof Mary Wingfield and other fellow Doctors at the National Maternity Hospital, Dublin. Since then, the Clinic has become a leading fertility centre in Ireland, providing the best practice of Reproductive Medicine.
As a Not-for-Profit organisation, MFC is committed to working within a sound ethical framework that focuses solely on delivering the best current clinical and medical practices, leading the way in research and quality in Assisted Reproduction. MFC provides tailored, honest and medically-led treatment plans, giving patients full transparency and guidance throughout the process underpinned by their brand values of honesty, expertise, dedication, teamwork and respect.
In 2022, Dr David Crosby became CEO and Clinical Director of MFC. The change in Senior Management and the upcoming 25th birthday prompted a relook at the Clinic’s brand strategy and identity. At that point, MFC brought us on board to develop a cohesive, contemporary and personable brand to reflect the Clinic’s renewed values and mission.
The Idea
Red Dog’s design approach is about coming together - the Clinic and the patient, the solid science and the human touch, and the skills and expertise of the Merrion Fertility Clinic team. It celebrates the relationships and partnerships formed on the fertility journey and represents Merrion Fertility Clinic as a centre of excellence.
Execution
The logotype uses a modern serif, solid and professional, paired with a unique symbol. The symbol is based on a grid of dots formed around a hexagon shape (a molecule building block). Although ordered and structured, the symbol has a soft organic nucleus at its centre, representing the compassion and warmth the Clinic holds as a core value.
The visual language pairs geometric patterns and photography to expand on themes of partnerships and collaboration. A solid, warm blue colour palette and bright, fresh accent colours create a professional and modern brand.
