Helping couples take control of family planning.
Given a clear mandate, our task was to breathe life into the concept and, more importantly, establish credibility and assurance effectively.
Couples may encounter challenges when trying to conceive, leading to stress and prompting them to explore alternative methods such as IVF, surrogacy, or adoption.
HELPING COUPLES
TAKE CONTROL OF
FAMILY PLANNING
Given a clear mandate, our task was to breathe life into the concept and, more importantly, establish credibility and assurance effectively.
Couples may encounter challenges when trying to conceive, leading to stress and prompting them to explore alternative methods such as IVF, surrogacy, or adoption.
In a landscape where fertility often relies on medical professionals and labs, Inito sought to simplify the process and allow couples to take control of their destiny with a scientifically backed, user-friendly tool that empowered couples to plan their conception more effectively and tackle the challenges of soaring medical expenses.
Inito Fertility Tracker was meant for couples to understand their ovulation cycles better and use the information to plan their pregnancy. Many couples face challenges in conceiving because of inadequate planning, often attempting to conceive after the optimal fertility window has passed.
Inito addressed this gap with its innovative device incorporating hormone analysis to help couples increase their chances of getting pregnant by 89% with 99% clinical accuracy.
The whole intent of Inito was to “simplify” the process. It involved utilising an environment accessible to everyone, regardless of educational or societal background. It only required a platform and technology that is easy to understand and use, as simple as ABC.
Allow the test strip to soak in urine
(first urine of the day) for 15 sec
Insert the test strip into the Inito
Fertility Monitor
See results on the Initio App
and plan
INJECTING AHA IN THE IDEAS
In a landscape where medical professionals and labs play a significant role, our primary objective was to tackle a critical challenge: instilling assurance and credibility. We sought to empower consumers (couples) to take charge of their future.
The question was: “How can a digital device empower couples for a confident and controlled fertility journey?”
Moreover, it was crucial to note how couples spent a considerable amount of time searching for information and reading reviews, FAQs, and articles during times of stress. They sought help and reassurance, turning to people and platforms that could provide comfort and confidence.
In the quest for parenthood, the expense of fertility treatments compounds the stress of not conceiving naturally. At that point, what matters is unwavering assurance – something that encourages couples to stay hopeful and persist in turning their dreams into reality.
We took the human insight that “support outweighs setbacks” and mapped the brand idea with this journey.
“HOPE AND ASSURANCE: REALITY’S TRUE LENS”.
TAKING THE IDEA TO THE CONSUMERS
Identity:
Taking inspiration from the camera lens – the core idea of Inito was to symbolise the profound role it embodies in the Inito Fertility Monitor experience. This intentional choice served as a visual motif and encapsulated the essence of how perspective and clarity are fundamental to the Inito journey.
The lens, a potent symbol of focus and insight, becomes the gateway through which individuals perceive and navigate their unique fertility narratives with confidence and empowerment.
THE LENS
Visual language:
The visual language comprised three key elements: the camera lens, capturing life’s bright side; vibrant colours, infusing positivity and semiotics; conveying symbolic values of hope, joy, optimism, and assurance.
The lens concept was a visual tool and a narrative hook, inviting individuals to perceive the fertility journey through a positive and focused perspective.
We used vibrant and inviting visuals coupled with strategic colour psychology. Our aim was to instil confidence and positivity, guiding couples on a path where the journey to conception became a source of joy and happiness.
Website:
The website extended the same visual language, prioritising function over form as its core intent. This approach aimed to ensure that users could effortlessly access pertinent information, fostering confidence in their interactions with the platform.
The aim was to provide a user-friendly space where visitors can seamlessly access valuable information and feel assured about their journey with Inito.
Blogs:
The blog section focussed on articles and studies that reinforced the “assurance” and “credibility” KPIs.
To ensure the correct information was disseminated, the articles were meticulously crafted following in-depth research and validation by doctors, medical practitioners, nutritionists, and more. The articles were tailored to address user queries and directed them to specific pages on the Inito website providing accurate and reliable answers.
Film:
The film focussed on the common emotional struggles of couples dealing with infertility. It followed a woman’s challenging journey to conceive, exploring the emotional ups and downs, physical strain, and mental toll during months of unsuccessful attempts.
The turning point in the story, marked by the discovery of Inito, represents a potential solution that injects hope into the narrative, offering a fresh perspective on fertility tracking and family planning.
Ultimately, the film sought to shed light on the everyday struggles faced by many couples and aimed to resonate with the audience’s emotions, especially those who might have been navigating similar challenges on their path to conception.
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