Hertility are a women’s health startup with a strong sense of purpose – making every woman aware, educated and confident about their reproductive health.

They created a single, unified platform that delivers personalised healthcare for women across every life stage, backed by robust science.

We created a brand identity that felt sophisticated and trustworthy, using a warm colour palette inspired by skin tones. The uturus icon was developed to create recognisability, bringing an element of science into the brand identity and a new symbol to represent women’s healthcare.

  • Brand identity
  • Strategy
  • Digital design
  • Packaging
  • Symbol

    Inspired by scientific symbols and marks, we created an icon that is elegant, simple and recognisable.


Paul Fox Jade Kent Paul Ellerker Ed Allanby Marta Pereira