Ragged Edge’s rebrand of Gaia features a new hand-drawn logotype with two totally different ‘a’s, which goals to mirror how “no two households are the identical”.
Ragged Edge has rebranded IVF insurance coverage product Gaia because it seeks to separate itself from an “idealised and deceptive view” of IVF.
The service offered by Gaia centres round making the therapy extra accessible and reasonably priced. In addition to getting a personalised financing plan based mostly on calculations of the variety of IVF rounds that may be wanted, individuals who don’t depart hospital with a toddler pay not more than the preliminary insurance coverage premium. Those that have a profitable IVF journey pays again the price of remedies in instalments.
Ragged Edge co-founder Max Ottignon says the studio was “struck by the significance of the mission” and wished to do it justice via the brand new identification. From the brand new emblem and images to the collaged illustrations and color palette, the Gaia model goals to obviously problem what constitutes a household and higher signify the truth of IVF.
The hand-drawn logotype “encapsulates the various and sometimes imperfect” methodology of creating a household, explains Ottignon. Particularly, the variation within the a’s signify how “no two households are the identical” and likewise works to make Gaia “stand out in a class filled with extremely sanitised identities”, he provides.
Gaia’s new suite of images seeks to signify all sorts of household, coupled or single, homosexual or straight, with youngsters or childless. Ottignon says it additionally tries to keep away from an excessive amount of concentrate on a profitable consequence – the infant – and “converse to the IVF expertise as a complete, unvarnished and actual”.
Each images and illustrations have been utilized in a collage type throughout Gaia’s identification. The illustrations mix “summary shapes” with extra vivid imagery to create “wealthy, evocative compositions”, in line with Ottignon.
In search of to present Gaia an “instantly recognisable color palette,” he says the studio opted for a mix of sentimental black and white with “a swathe of orange”. Ottignon provides that secondary hues are used to “add moments of heat”, particularly in a digital setting, and work with the first palette to distinction towards the “recessive, company really feel” typical of the IVF class.
Ragged Edge additionally overhauled Gaia’s model language, trying to strike a stability between being daring and empathetic. The result’s a “directness in addressing the stigma” whereas delivering “empathy and compassion”, says Ottignon.
Gaia’s new headline typeface is Arizona Textual content by Dinamo with the physique copy set in Suisse Int’l supported by Suisse Int’l Mono, that are each by Swiss Typefaces.
The brand new Gaia identification will roll out throughout its digital expertise and communications in addition to clinics because it launches within the US and UK.
