Stem Cell Fairy provides umbilical cord blood collection and banking. That means they help new parents collect the blood left in a newborn baby’s umbilical cord and placenta (that would usually be discarded), then store it for the future. Cord blood can be used for possibly lifesaving medical procedures, so collecting it and storing it can bring immense benefits.
In the UK, only 0.6% of newborns have their cord blood banked. That is much lower compared to other developed nations. This is mainly due to a lack of public awareness. Not many people know that cord blood banking is actually a thing.
Stem Cell Fairy asked March to try and change this situation. Could we build a brand identity for Stem Cell Fairy that would make more people want to use their fantastic service?
We were asked to create a friendly, emotional brand identity that would connect on a deeper level with prospective parents. Biotechnology isn’t the most accessible subject in the world, so it was essential that we made the brand approachable, steering away from visuals that were too clinical.
The first thing we looked at was the Stem Cell Fairy brand identity.
Initial Idea: Logomark of a child (small cell) being protected by fairy godmother (large cell). Soft, non-uniform shapes to look more natural.
Stage 2: We simplified the logomark, using strokes instead of fills.
Stage 3: We increased the godmother and child to fill the height of the cell. We also experimented with Pantone swatches.
Our concepts were shown to a panel made up of Stem Cell Fairy’s target audience. We made some small adjustments based on their feedback before we presented to the client.
We chose Pantone 3252, a bold, disruptive swatch, as the primary colour for the Stem Cell Fairy branding. This Pantone would give more vibrancy than a CMYK swatch.
We drew up a brand guidelines document for all Stem Cell Fairy assets and communications. This was given out to their team and all collaborating agencies, ensuring total consistency.
We created new branded stationery for Stem Cell Fairy, including business cards, letterheads, compliment slips and training manuals. We also created new packaging for the all-important cord blood collection kits.
To introduce the new Stem Cell Fairy branding with impact, our friends at The Animation Guys made a video.
Next, we started work on the Stem Cell Fairy website, in collaboration with our partners at The Animation Guys and So Bold. This included art direction, user interface design and vector assets.
Our work with Stem Cell Fairy helped shape the direction of this unique brand.
When Stem Cell Fairy needed more printed materials to reinforce brand consistency and build their initial marketing strategy, they came back to March.
We thoroughly enjoyed forging a deep working relationship with this terrific startup company.