A fertility brand designed around two

Soonr

Soonr is a fertility platform that helps couples understand and optimize their journey to parenthood through at-home hormone diagnostics, habit tracking, AI-powered insights, and shared progress. The platform combines clinical data with personalized routines and everyday actions, helping both partners take a more active role in preconception health. Unlike most fertility products, Soonr is built for two: each person has their own account while sharing one journey.

The Soonr team approached us to refresh the brand’s visual identity. The product had evolved into a more advanced health platform, but its existing look no longer fully reflected that positioning. The vivid palette felt more casual than premium, while Soonr needed to communicate the calm authority of a trusted healthcare product without becoming overly clinical. The goal was not to reinvent the brand, but to help it evolve without losing recognition. We needed to create an identity that felt calmer, more contemporary, and more elevated, while remaining gender-neutral, data-driven, and clearly designed for both partners.

Project type

Branding

Services

Animation Brand Guidelines Brand Identity Visual Communication

Process

We began with moodboards and explored several visual directions, including different approaches to color, imagery, and overall brand expression.

One of the key requirements was to preserve Soonr’s existing colors and maintain a clear distinction between his and hers. This created an interesting constraint: instead of replacing the palette, we had to find a new way for familiar colors to behave.

We refined the shades, softened their intensity, and explored how they could work both independently and together. This allowed us to retain recognition while shifting the brand from a vivid consumer app toward a calmer and more premium health experience.

Visual identity

Gradients became the foundation of the refreshed identity. They softened the original palette and introduced more depth, but their role went beyond visual treatment. The transition between two colors became a direct expression of Soonr’s central idea: two individual people contributing to one shared journey.

When both partners are represented, their colors merge into a shared gradient. When the focus is on one person, the system uses their individual color. This makes the identity flexible enough to move between personal health data and the couple’s combined experience.

The same principle extends across photography, campaign materials, interface elements, and brand communication.

Graphic System

Beyond color, we developed a scalable visual system centered on connection and shared momentum.

Typography combines a clear, narrow sans serif with a more expressive serif, balancing the precision of health technology with a softer, more human tone.

Graphic elements and orbital progress indicators bring the couple-first idea into the product itself. Each partner’s habits and actions contribute to their individual progress, while the system brings both contributions together into a shared score.

This allowed us to keep the product’s gamified qualities without making the experience feel overtly playful. Progress is visible and motivating, but the visual language remains calm, credible, and appropriate for a premium healthcare platform.

Result

The renewed identity aligns Soonr’s visual language with its business ambition. It positions the platform beyond traditional fertility tracking, supporting its evolution into a premium health product built around shared responsibility, data, and long-term wellbeing.