Project 04 — 2024
Gliss Wellness
Birthing a new mid-life medical experience for women everywhere.
SERVICE
Virtual OBGYN
BRAND FOCUS
Life On, Filter Off
Keep It Kind
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Celebrate Plot Twists
Stand Up
Tune In
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No Filters
Keep It Kind — Celebrate Plot Twists Stand Up Tune In — — No Filters
Sunfish brings expert guidance—financial, administrative, and emotional—to the IVF journey.
Sunfish is helping self-pay IVF patients with transparent pricing, bundled discounts, and a partial money-back guarantee.
Our goal was to bring the Sunfish mission to life in a way that felt warm and supportive. Keeping in mind the financial aspect of their business, as well as their intention to grow into a company that offers support outside of IVF, such as surrogacy, we aimed at creating an experience that both functional and deeply human. Earthy greens and optimistic accents create a sense of calm and trust while golden, sunlit imagery and gentle, nature-inspired graphics are emotionally in-tune with what people on the IVF journey are going through. The new brand reinforces Sunfish’s role as a trusted guide, bringing light to an often-challenging path.
MY ROLE
Art Director at C42D
Visual Strategy & Art Direction
Brand Design
THE TEAM
Brand Strategy Hema Padhu
Digital Design Sunfish Team & Tonic
BRAND MARK
The Sunfish brand mark features two fish forming a circle, their bodies gently curled to subtly suggest the silhouettes of babies nestled in a womb. The circle they create can also be seen as the egg itself, allowing for layers of meaning within one symbol.
Parenthood starts here.
In it with you.
VISUAL STRATEGY
Sunfish is making fertility support more accessible and more compassionate, so we transformed that idea into a visual language that feels both grounded and hopeful.
Our original color palette played a central role and our first jumping off point: deep and mid-tone olives convey resilience and growth, while citrus tones and periwinkle blues introduce soft brightness and positivity. Golden accents evoke possibility while beige neutrals bring a sense of clarity and transparency. Rust red symbolizes the strength and tenacity individuals and couples going through IVF must endure.
We were inspired by flowing water, coral, and floral forms to symbolize renewal, as well as nod to the company name. These soft, fluid curves evoke a calm, supportive environment and represent the emotional support Sunfish provides.
Combined with sunlit imagery and approachable typography, the design reinforces Sunfish’s role as a reliable, empathetic partner.
FINAL COLOR PALETTE
Anchored in deep and mid-tone olive, the Sunfish palette reflects growth and resilience, which are core themes during the IVF journey. Lemon yellow and periwinkle blue serve as our primary brand colors, balancing bright and fresh optimism with communicative care. Calming hydrangea blue and energetic orange act as key accents. A golden pop represents the sun shining on a new chapter. Neutral tones of beige, charcoal, and white provide a mature, clean foundation that encourages openness and transparency.
PHOTOGRAPHY
Sunfish captures hope through sunlit imagery. Each image is bathed in soft, golden light, evoking optimism and emotional depth. Portraits reflect strength and introspection, while intimate close-ups of couples embracing convey deep connection and unwavering support. Imagery is tender, ensuring every subject’s emotions are seen and understood. This style reinforces Sunfish’s role as a trusted guide who brings light to a challenging path.
SECONDARY PHOTOGRAPHY
A secondary imagery style captures couples realistically navigating the IVF journey. More candid and unfiltered than our sunlit photography, these images reflect the emotional depth of this challenging process by highlighting the quiet moments of research, decision-making, and action.
