How can a brand visually extend hope and evoke a sense of trust?
A sense of wonder, possibilities and hope for life altering decisions around health.
Bringing empathy to complexity. How can identity create a deep suspension of belief and unlock possibilities?
Infinite's branding was led by defining 3 key words in correlation with it's key services: Assess ----- Finite Score [fertility assessment that ndicates your current fertility status] Secure ----- Egg Retrival Insure ----- Egg Freezing Infinite's identity was designed with the intention to support the emotional journey of fertility. A sense fo wonder and hope, emapthy and care, reassurance and heart for life altering decisions around fertility health. Values were derived from themes like magical realisim, fiction and theatre to build a suspension of belief within the audience. Color plays a huge role in guiding the human psyche and sentiment. A huge part of infinites branding and sensibilites leaned into the power of color. Rich, transportative and expressive colors combined with forms and illustrations help build a complete and unique identity. Fertility is a multifacited matter, with various influencing factors and challenges. A huge anticipated aspect of Infinite's presence in India was sharing and building educative content to be industry and conversation leaders. To support this, a huge set of illsutrations were built as a part of the identity. Extensively used across all mediums to educate and bridge the knowlege gap in all things fertility.
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