---
title: "Global Rebrand and Strategy for Gaia Fertility"
url: https://stacklist.com/card/146590e0-06e5-4b67-bb78-17cd7fcd2899
source_url: "https://thedsgnblog.com/Global-Rebrand-and-Strategy-for-Gaia-Fertility-by-Ragged-Edge"
stack: https://stacklist.com/c/business/stack/26c3664b-4232-4e58-abdc-c8e118e9068c
summary: "Ragged Edge created a global rebrand and brand strategy for Gaia Fertility, an IVF company focused on accessibility, personalized insurance plans, and breaking stigmas around fertility treatment. The rebrand includes a distinctive logo, collage imagery, an optimistic color palette, and a bold brand voice designed to normalize diverse family-building journeys."
tags: "branding, rebrand, ivf, fertility, brand-strategy, identity-design, healthcare"
key_entities: "Gaia Fertility (organization), Ragged Edge (organization), The Design Blog (organization), Charlie McKay (person), IVF (concept), brand strategy (concept), global rebrand (concept)"
classification: "reference"
content_hash: "sha256:db32b97a44a334576524f36f75a1a2eb061ce524d31dbae3d9da30d563a76bac"
acp_version: "0.2"
token_counts_approximate: 921
visibility: public
agent_accessible: true
status: "final"
---

# Global Rebrand and Strategy for Gaia Fertility

"> ︎ TDB THE DESIGN BLOG Home               Archive               Creatives               Resources             About             Support             Shop   Submit Work BRANDING Global Rebrand and Strategy for Gaia Fertility by Ragged Edge Gaia makes IVF the most accessible it’s ever been. With a first-of-its-kind prediction of your unique chances to have a child. And with a personalised insurance plan that eliminates the huge upfront cost typical of treatment. Gaia came to Ragged Edge for a brand to give people agency over their fertility. A brand to break stigmas as it makes families. RE partnered with them to create a global rebrand, from brand strategy to identity and beyond. Ragged Edge created a strategic brand platform where seeking IVF isn’t a failure. That could realign expectation with reality – predicting what’s probable, rather than promising what’s possible. That could better reflect parenthood not simply as an instinct we follow, but as a choice we can make that requires strength of character and resilience. And finally a brand platform to crush stigmas surrounding IVF, meaning everyone’s journey to and definition of family is no less natural, no less normal. Ragged Edge ’s logo signals that Gaia is something distinctly different. With two different letters reflecting how no two families are the same. Their collages show the rich, varied and often imperfect ways we make family. The colour palette captures the hard reality of an IVF journey, always with a touch of optimism. And the brand voice is bold with good bedside manner – allowing Gaia to assert its point of view in the world while always supporting individual members. Together, this is a brand for the future of fertility care, for the future of all families. CREDITS Design: Ragged Edge Photos:  Charlie McKay Copyright @ Ragged Edge ABOUT RAGGED EDGE Ragged Edge is a branding agency for people trying to achieve the improbable. Industry leaders, start ups, anyone with the conviction to challenge the status quo. Anyone who believes branding has the power to change organisations, change industries, change perceptions, and change behaviours. Discover more All Articles BRANDING Brand Identity for Superorganism Biodiversity Venture Fund by Goodside ART Now You See Me Art Installation by Wade and Leta RECOMMENDED 8 Summer Reads for Creative Inspiration by The Design Blog The Design Blog We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital and web experiences. Browse Home Archive Creatives Resources Shop About Information Advertising Submit Work Terms & Cookies Privacy Policy Follow us Instagram Pinterest Facebook Twitter Linkedin Newsletter More awesome inspiration, delivered directly to your inbox. Subscribe now ︎︎︎ The Design Blog We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital, and web experiences. Browse Home Archive Creatives Resources Shop About Information Advertising Submit Work Terms & Cookies Privacy Policy Follow us Instagram Pinterest Facebook Twitter Linkedin Newsletter More awesome inspiration, delivered directly to your inbox. Subscribe now ︎︎︎ © The Design Blog 2025  All images copyright to their respective owners. Old Site Curated, Designed & Buillt by  ONNO