Fertility company Cofertility has launched a new brand identity. Why? Well, the previous identity was feeling fragmented and confused, with Cofertility's offerings Freeze by Co and Family by Co not aligning visually, and also not being necessarily associated with Cofertility itself.
Freeze by Co, a program where people can freeze their eggs for free when they donate half to someone who needs them, had gained strong traction on social media, but that recognition didn't translate to Cofertility.
The company's other program, Family by Co, which allows people to find egg donors, had also grown in popularity, but it had begun to differ from Freeze by Co in look and feel – both had different colours, tones of voice and user experiences.
Super Keen stepped in to create a cohesive brand architecture and identity that brings both programs together under one unified masterbrand, Cofertility.
For more great branding, see the winners of 2025's Brand Impact Awards and our best rebrands of the 2020s post.
At the heart of the new identity is the new icon, a "burst", which symbolises warmth, hope and new beginnings. To me it looks like a flower, but Super Keen say it could be a "sunburst, cell, snowflake or north star" as well, all "positive guiding symbols in an often uncertain experience".
The wordmark has been refined in collaboration with Dave Foster, improving legibility and balance through connected letterforms. In terms of the typeface used, a single versatile type family in sans, mix, and serif weights creates unity and flexibility. It all feels nice and clean and unobtrusive, just what you need when you're looking to employ Cofertility's services.
The confusion with the names has been cleared up, with Freeze by Co becoming Cofertility Freeze and Family by Co becoming Cofertility Family, putting the Cofertility brand at the front of all programs offered.
The colour palette was expanded to clearly define these newly named offering, while leaving room for future services. Again, it doesn't lean into tropes in this area, which tend to focus on the blue associated with healthcare.
The use of photography is refreshing for a fertility company, which all too often rely on stock images of women and babies. Cofertility's photography spotlights personal journeys in Cofertility Freeze and the varied faces of parenthood in Cofertility Family, which means there are actually males included rather than just photographs of women looking a bit desperate.
Find out more about Cofertility and Super Keen
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