HisTurn is a Canada-led, global health initiative that is raising awareness about male fertility and the urgency to act on changing the course of declining fertility rates. The topic of fertility has historically been more focused on the role of women, with far less accessible and reliable information resources highlighting the role of men. HisTurn is about empowering men to understand their personal journey with fertility and to develop healthy habits, setting a foundation for preventing infertility and health issues related to fertility decline.
The team approached ED&I to establish an engaging brand look and feel that can accompany scientific insights and a variety of informational and promotional purposes. A scalable design system, the brand will continue to grow as educational material, services, and physical environments develop over time with the evolution of the HisTurn organization.
Visually, the HisTurn brand serves as an interplay between way-finding and highlighting to emphasize its underlying information-serving purpose. Applying cues from a “universal” information language such as warning labels, timelines, and signage to give an impression that is structured, accessible, and dynamic. The latest in global scientific research is communicated with an approachable and accessible voice, a strategy that affirms clarity. This delivery of factual and actionable information allows men to start shifting their behaviours and understanding their own fertility — influencing and impacting men’s health, wellness, and lifestyle choices.
2017 — 2020
Establish and evolve an engaging and eye-catching brand that communicates male reproductive health and fertility expertise to a diverse target audience.
A scalable brand system that can evolve and grow with the suite of educational material, services, and physical environments that will develop with this global impact initiative.
Brand Identity Design
ILLUSTRATION STYLES FOR IMPACTFUL VISUAL STORYTELLING
A library of illustration assets support a range of use cases and format adaptations. Illustrated topics include environmental exposures and overall health, sperm production, male contraceptives, semen analysis, phthalates, and the relationship of age and fertility. ED&I developed three illustration styles — anatomical, simplified human figures and objects, and a distinct bold icon set. These styles all share underlying brand features. They can be used independently or alongside each other, and in different diagrammatic and narrative configurations.
Reminiscent of warning labels and quick-fact bullet points, a complete icon library supports the brand in its quest to make the information ingestible, memorable, and easy for people to reference.
ANIMATION TO SHOW TIME AND COMPARISON
Animation is an impactful way to emphasize comparison and catch the attention of the viewer. Simplified human figures were desinged to be incorporated with key health statistics and fertility facts into an interactive timeline visualization — a way to target all ages and open up conversations around sperm function, fertility, and health over generations.
HisTurn has a diverse visual toolkit for their educational material that provides a simple way to infuse scientific insight with visual storytelling.
BRAND PRESENCE ACROSS ALL COMMUNICATIONS
The HisTurn team can use their brand assets for presentations, within expert articles, across social media, and throughout other campaigns. ED&I continues to work with HisTurn via integrated design support to ensure all design products follow brand guidelines and best design practices — a means to promote brand strength and professionalism.
A brand guideline was created to promote team alignment and awareness of brand presence and development. The guideline is a living document that will continuously grow and evolve in parallel with the team.
Using a limited colour palette promotes consistency and creates a strong brand presence. A bold yellow was combined with a muted sage green to add juxtaposition and allow variety in the scope of illustration content.
Amiko is a friendly and geometric type, specifically designed for maximum legibility at the smallest possible text sizes. Its use can be carried through to web use and low-resolution screens.
PHOTOGRAPHY TO GROUND THE VISUAL BRAND IN REALITY
The photography is driven by movement and engagement. The mellow tones and relaxed atmosphere of the imagery creates a balance to the visual direction that is fresh and contemporary, and at the same time allows for a sense of approachability. Imagery is not suggestive or metaphorical — it is matter of fact, inclusive, direct, and purposeful, highlighting diversity in human experience and interaction.