Creating little humans is a complex process where a lot of variables have to converge for folks to conceive. The process can be frustrating for some couples with the disappointment compounded in part by the traditional messaging that comes with fertility, one that tends to romanticize the process and present a narrative that doesn’t necessarily reflect the realities of those going through the difficulties of getting pregnant.
Mylo, previously known as MyLotus, is a fertility tech firm that combines lab-quality ovulation trackers with app software, which gives users straightforward data about their cycles and pinpoints when they are most fertile. The machine utilizes test strips to measure Luteinising hormone (LH) levels, a method that monitors them more precisely, particularly for those with irregular or atypical cycle lengths.
Recently, they underwent a brand refresh, changing not only their visual assets but the way they approached the conversations we have around getting pregnant.
Design studio Ragged Edge started with a name change, a relatively small adjustment that spoke volumes and broadens the dialogue around fertility to include all genders rather than focus solely on women, a reflection of the different kinds of families that exist, leaving the brand identity enough room to expand beyond its current and sole product. Of course, a name change for a brand that already exists is a costly endeavor, and changes to marketing and products can’t get carried out on a whim.
“We approached Ragged Edge with a slim timeline, right at the height of the pandemic, and asked them to do as much as they could,” said Mylo CEO Penny McCormick. “In fact, the team has revolutionized our brand and helped us see the value in taking a brave stance and challenging accepted narratives and communication styles.”
“The original name – myLotus – was sacrosanct for logistical reasons,” explained Ragged Edge co-founder Max Ottignon. “But as a team, we felt it just wasn’t right for the story this brand needed to tell. So we presented a new version of the name as part of our initial creative approach. To their immense credit, the client made an immediate commitment to finding a way to make the change.”
The myLotus logo and communication around that brand focused primarily on women, using the flowers-equals-lady-parts trope so prevalent in Mylo’s space. This approach, while tried-and-true in the market, leaves out the partners not carrying a child out of the conversation. It also limits Mylo’s future growth in the fertility and family planning space, making it harder to incorporate future products that work on the male side of the conception formula.
While the name change and the entire rebrand project felt the impact of Coronavirus, it still provided an opportunity for Ragged Edge to shine as an agency, rising to the challenge and going with bold changes despite the impedance to working and the general need to adapt to 2020.
“[The pandemic] focused our minds. Changing the conversation around conception felt important. Too important to let the constraints we were faced with stopping us from doing everything we could,” Max says.
“It encouraged everyone to make decisions quickly and with conviction. Again, the client embraced this approach, and the result is a brand – and an identity – with a single-minded focus, and real clarity around how it gets expressed.”
Ragged Edge changed the color palette to include different nude skin tones, reinforcing the brand’s inclusiveness, with a striking wordmark in a vibrant blue. The logo and illustrations feature a hand drawn-looking aesthetic, making the brand approachable but also invoking the kind of artwork proudly and lovingly made for their parents, connecting it to the ultimate goal of Mylo’s product. The old logo was more feminine-focused, featuring colors, typography, and other visual assets that appealed more to women and something in line with their market.
Ultimately, Ragged Edge transformed Mylo into a straight-talking, informative, helpful, and approachable brand that does so by eschewing the tropes and tone found in the fertility space. And, if the work itself wasn’t impressive enough, that it was achieved under the circumstances of a global pandemic is especially remarkable.
