New Logo and Identity for When Fertility by Universal Favourite
Founded in 2022, WHEN is Australia’s first fertility MedTech company to offer at-home egg count testing. Combining their globally patented collection technology with access to leading fertility experts, WHEN aims to provide people with tools and knowledge to help them better navigate their fertility and reproductive journeys. In 2024, the company launched a new identity designed by Sydney, Australia-based Universal Favourite. The WHEN wordmark sits at the heart of the visual identity. Clear and confident, it anchors the brand as a dependable figure in the health and medical space. Paired with an organic cell shape that reacts to the world around it, the wordmark and logoform are a perfect foil to the other. Together, they represent standing strong amid the ever-changing nature of life. Uni