Case Study: WHEN achieves a compassionate, credible fertility brand with Universal Favourite

WHEN launches Australia’s first at-home egg count test with Universal Favourite

Universal Favourite partnered with WHEN Fertility, a new Australian medtech company providing at-home egg count testing, to address a significant challenge. The fertility category is often perceived as overly clinical and cold, which fails to resonate with people on a personal level. WHEN needed a brand identity that could balance scientific credibility with warmth and compassion to effectively launch its direct-to-consumer service.

The solution implemented by Universal Favourite was a comprehensive visual and verbal identity system designed to blend emotion with science. This included a confident wordmark, an organic logoform, intimate photography, and empathetic copywriting that gave voice to a personal inner monologue. The resulting brand successfully broke category norms, establishing WHEN as a trusted, approachable, and empowering platform that encourages conversation and community around fertility.

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