Stem Cell Fairy provides cord blood collection and banking. This involves the collection of blood left in a newborn baby’s umbilical cord and placenta and storing it for future, possibly lifesaving, medical use. The UK has a low market penetration rate (approx. 0.6%) for cord blood banking compared to other developed nations. This is mostly due to a lack of awareness and publicity of the practice.
March was commissioned to create a friendly, emotional brand identity. Biotechnology is not typically an accessible subject, so it was important we made the brand approachable and steered clear of clinical visuals.
Initial Idea: Logomark of child (small cell) being protected by fairy godmother (large cell). Soft, non-uniform shapes to look more natural.
Stage 2: Simplification of logomark to use strokes instead of fills.
Stage 3: Increasing godmother and child to fill the height of the cell. Experimenting with Pantone swatches.
Our concepts was presented to a target audience panel. We made adjustments based on the feedback before presenting to the client.
We used a bold, disruptive swatch as the primary colour: Pantone 3252.
This Pantone gave more vibrancy than a CMYK swatch
A brand guidelines document was written and distributed to their team and collaborating agencies. This enabled Stem Cell Fairy to achieve consistency in all their assets and communications.
Branded stationery was created, including business cards, letterheads, compliment slips, training manuals and packaging for the cord blood collection kits.
The branding was implemented in this explainer video by our friends at The Animation Guys.
We collaborated with our partners at The Animation Guys and SoBold to create the Stem Cell Fairy website. This included the art direction, user interface design and vector assets.
We thoroughly enjoyed shaping this unique brand and built a deep working relationship with the client. We went on to design and produce a range of printed materials to solidify brand consistency and help build the company's initial marketing strategy.