Forma Fertility

The strategy took aim at everything patients told us they dreaded: the gatekeeping, the black box of results, the cliff between an OB-GYN visit and a five-figure IVF cycle. The name Forma answers with a promise of shape and agency, and the identity follows it. Eight dots form a circle that returns to itself, each one standing for an individual, and a soft gradient sphere gives the brand an atmospheric, editorial second voice.

Deep wine reds and warm linen set the palette, PP Mori carries the type with Reckless italics reserved for one or two accents per screen, and drifting blob forms bring the mark to life in motion. The single-page website pairs that system with an alternating dark-and-light rhythm, a sticky problem-and-solution panel, and gentle scroll motion. Built as a Next.js prototype and handed off to the client's development team, the site is now live at formafertility.com.