Extend Fertility is the first service in the U.S. focused exclusively on women who want to proactively freeze their eggs. With no more than their name and business model in place, they tasked us with building their brand from the ground up - personality, voice, tone and visual language and identity.

Although egg-freezing was talked about in the media, nobody quite understood how it worked. Or why any woman would do it unless she had a serious medical issue. The information that existed online was random and disconnected and skirted around the stigma and emotional baggage that came firmly attached to the subject.

We set out to de-stigmatize egg-freezing by educating women, normalize it by making the info accessible and stimulate conversation with the content we created. We addressed the issue of societal expectation, pressure and assumption head on, and turned it into a story about empowerment.