Legacy — Amplifying
the visual identity

Legacy offers semen analysis and sperm freezing plans, from the comfort of home. Incubated at Y Combinator, the Series B startup is one of the leading male fertility clinics in the US, and one of “Forbes Top 50 Startup Employers” in 2023.

Client

Legacy

Website

Year

2022-2024

Role

Design direction

Hypothesis

If we change our visual positioning, prospects will connect more to our core values and move up the funnel 3x more.

What was wrong with the previous brand identity?

Desserving positioning

Branding was aesthetically beautiful but positioned as retro, hipster, etc. Users were perceiving our services as a luxury, associating our brand and kit with brands like Rolex.

Subtext

Tone? Mono.

It was impossible to change our tone with the constraints of the brand. We’ve seen a need for different tone emerge, and the identity started to deviate to answer this need, and it always fell off.

Humourus and scientific tones always landed off.

Humourus and scientific tones always landed off.

Humourus and scientific tones always landed off.

Humourus and scientific tones always landed off.

Disconnected from new brand pillars

We wanted to infuse technology to address concerns about shipping sperm through the post.

Reliability

"How can I ensure that my specimen is intact and that it will arrive on time?"

"Will my sample be damaged with the shipping?"

"What are the success rates?"

"How it's gonna be stored? How it's gonna remain intact?"

Legitimacy

"It seems to good to be true; sperm is only half of the equation."

"I would need to see feedback from real users."

"Will I get a legitimate contract so the company doesnt do things that I did not consent to?"

"Seems trustworthy, but I would make more research on internet and see if people had good experience with them in the past."

Security

"I don't know a lot of things about security of cryobank, measures taken, etc."

"I would make additionnal research to be sure that that’s a proven and tested."

Privacy

"I hope this company doesn’t give my sperm to someone else."

"I'm not sure I want to send my genetic material through the mail."

"This is not something I would like all my neighbourhood to know about."

Decisions

The need for a bigger shift.

Based on user input, we dediced to:

Based on user input, we dediced to:

Establish our technologic values. We got inspired by data-viz design, NASA, scientific illustrations, and Swiss grids.

Change our main typeface, to suit a wider range of tones to experiment with messaging in awareness stage (humorous, inspiring, scientific, etc.)

Extend our color palette to help us express more emotions, and help messaging have more impact.

Challenges

Shifting Legacy's identity under the radar, while the car is moving.

Doing internally while continuing. How to stay adaptative, and help us moving fast through indecisions and experimentations

Keep the system minimal, and easy to experiment with.

Results

Growth 10x.

Ability to launch various campaigns and test different tones (humourus, scientific, family-driven) to see which is resonating more with which persona.

Reduced landing pages launch time by 3.

Instagram growth from 1k to 10k.

Positive reactions in user tests, proving we are creating trust on our core values.

Results

xxxxx

Designers

Myriam Pilon-Domenack

Mathieu Preston

Janel Musco

Want to collab, or just send a good song to discover?

Made with <3 on Framer ( ˘ ³˘)

© 2024 All rights reserved.

Want to collab, or just send a good song to discover?

Made with <3 on Framer

( ˘ ³˘)

© 2024 All rights reserved.