Building a Powerful Identity for Women's Health: Rhea’s Branding

A Beginning Without Visual and Digital Identity

When Rhea approached Minimum, its vision was ambitious: to become the most comprehensive global ecosystem for female fertility. As part of Recharge Capital, an investment fund specializing in women’s health, Rhea had the potential to transform the sector. However, it lacked its own identity. Its online presence was minimal, limited to a simple mention on the Recharge Capital website. There was no defined brand or clear communication to attract investors and connect with patients.

Our challenge was monumental: to build a visual and digital identity from scratch, conveying security, warmth, and professionalism in a sector dominated by cold, data-driven messaging.

The Challenge: Creating a Visual Ecosystem Aligned with Its Mission

The goal was to design a brand identity that combined:

• Security and professionalism to build trust with investors and patients.
• Warmth and approachability to stand out from the cold communication style of the industry.
• An aspirational narrative aligned with its transformative mission in female fertility.

From the start, we knew that Rhea’s branding needed to be memorable and distinctive, with a strong conceptual and aspirational foundation. We worked closely with Margaret Wang, Rhea Fertility’s CMO, who was highly involved and passionate about the project.

The Branding Process: From Research to Creation

Over two weeks, we worked alongside Rhea to translate its culture and values into concrete visual decisions. Our approach was structured into several key phases:

1. Deep Dive and Benchmarking

Before defining any visual elements, it was crucial to thoroughly understand Rhea’s essence and its context. Our first step was to immerse ourselves in the brand’s vision, analyze the market, and explore trends within the fertility and women’s health sectors. We aimed to identify opportunities to differentiate Rhea and create an authentic, relevant identity.

During this initial phase, we conducted:

• A kickoff session with Rhea’s team to understand its vision and needs.
• Market and competitor analysis.
• Identification of differentiation opportunities.

2. Defining Tone and Personality

We facilitated a collaborative workshop to define the brand’s tone of voice and personality. After evaluating different options, we selected the Sage archetype as the foundation of Rhea’s identity. This archetype balances technology, precision, and protection, reflecting the brand’s scientific and aspirational nature.

We wanted Rhea to convey knowledge, security, and professionalism while also being approachable and warm. Fertility is an emotional journey, and the brand needed to feel accessible and empathetic without losing credibility.

3. Moodboard and Visual Exploration

Using the gathered insights, we developed a moodboard that encapsulated Rhea’s vision. We researched visual references and explored styles that balanced warmth with modernity. We presented different logo, typography, and color palette approaches aligned with the identity we aimed to create.

4. Developing the Visual Identity

Every visual decision was made with a clear purpose:

• Logo: We opted for a minimalist design that conveyed professionalism without losing expressiveness, ensuring it stood apart from the competition

• Typography: We selected a combination of a warm serif to communicate approachability and a modern sans serifto reflect precision and technology. This contrast reinforced Rhea’s dual nature—professionalism with warmth.

• Color palette: We chose warm, vibrant feminine tones to convey security and empathy.

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5. Creating the Visual Concept: A Living Ecosystem

Since Rhea emphasized the idea of a global ecosystem, we wanted to reflect this concept in its visual identity. We drew inspiration from cellular connections and organic patterns, alluding to fertility and the diverse paths women can take in their reproductive journeys.

This concept materialized in organic shapes that formed dynamic patterns, representing the interconnection of Rhea’s various services: clinics, laboratories, and reproductive wellness. Through this visual metaphor, we created an identity that felt fluid, modern, and aligned with Rhea Fertility’s purpose.

Branding Deliverables

Every decision made during Rhea’s branding process translated into concrete deliverables. From initial research to final documentation, each element was designed to reflect the brand’s essence and ensure proper implementation across all touchpoints.

These deliverables not only provided clear guidance for Rhea’s team but also laid the foundation for the brand’s future growth and evolution:

Research and Analysis:

• Market benchmarking and study.

Visual Identity:

• Moodboard.
• Logo.
• Typography.
• Color palette.
• Graphic resources.
• Layouts and iconography.

Brandbook and Materials:

• Brand manual.
• Presentation templates.
• Social media templates.

Web Design and Development: A Digital Experience Aligned with the Brand

Rhea’s website was the natural extension of its visual and verbal identity. More than just an informative platform, the website needed to convey the essence of the brand and facilitate interaction with investors and patients. We designed an intuitive and seamless digital experience, ensuring that every visual and textual element reinforced Rhea’s mission.

After our collaboration, we were honored to continue working with Rhea’s team, expanding our efforts into new marketing services focused on growing the brand. If you want to learn more, visit their success story here.

Results and Final Reflections on Rhea's New Branding

Rhea’s new branding successfully established its identity, balancing professionalism and warmth. The team enthusiastically embraced the new brand, and its implementation has positioned Rhea as a global leader in women’s health.

Margaret Wang, Rhea’s CMO, highlighted the impact of the process and how the new identity faithfully reflects the company’s vision. Her dedication to the project helped create a strong and differentiated brand identity.

This success story demonstrates that branding goes beyond visuals—it is about building a narrative that connects with audiences and reinforces a mission. With Rhea, we created an identity that not only communicates professionalism and warmth but also drives a transformative cause in women’s health.

If your brand is looking to transcend and connect authentically, let’s talk at Minimum. 🚀

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