Offering the world’s first IVF insurance, Gaia was created after its founder, Nader AlSalim, had a firsthand experience of what is a complex and expensive procedure. He was inspired to find a way of helping other families access IVF without succumbing to the financial hurdles that often make it impossible or unsustainable in the long-term.
AlSalim was also keen to challenge the preconceptions and stigma that surround IVF, as well as the antiquated imagery many fertility companies still use. This imagery tends to depict the family unit in a traditional and heteronormative way, alienating families that are not similarly structured.
Ragged Edge’s refreshed branding for Gaia counters these depictions, instead offering an inclusive, welcoming picture of the modern family, as well as a more empathetic and realistic understanding of the IVF journey. Using simple yet effective collaging techniques, it shows the many experiences one can go through during this process, as well as the different kinds of people that choose to use IVF.
This diversity is further embraced through Gaia’s new wordmark, which features both an uppercase and lowercase ‘a’ to represent the fact that no two families are the same. Meanwhile, an inspiring yet grounded colour palette aims to capture the difficulties of going through an IVF journey without compromising the optimism needed along the way.
As a whole, Gaia’s new identity is empathetic yet realistic. Unlike other organisations within the fertility industry, it does not shy away from the fact that the success of IVF is never guaranteed, and the process itself may not be an easy one. But nor does it make the treatment feel out of reach. Instead, it presents IVF as something that everyone should have access to, no matter their financial situation or the makeup of their family.