Genea Fertility is a leading provider of assisted conception treatments (which include IVF and egg freezing) with more than 30 years of experience in the field. IVF treatments can be overwhelming and scary but are rarely discussed. So, Genea was in need of a brand refresh that not only welcomed new and existing patients but that removed the stigma surrounding the conception journey and publicly acknowledged that there’s more than one way to make a baby. This was done visually through bright colours, fun and provocative illustrations that don't beat around the bush (by Mrzyk & Moriceau) and accent icons that highlight key information without seeming overly clinical. My role was illustrating the accent icons to be used across the brand, creating milestone cards and business cards as well as booklets and brochures for patients.