Affirm preparing to launch a new and groundbreaking product – a sperm quality test for home use, that measures both the sperm count and motility. Furthermore the product gives the consumer the opportunity of testing for infertility earlier in the process, rather than waiting for a reference to a fertility clinic.
The brief was to design a complete corporate identity as well as a campaign to launch the product. Our strategy was to address the clear advantages of the product, as Affirm is the only product on the market that measures both sperm count and motility – a realistic picture of the man’s fertility. From our studies we know that the demand for a product with such reliability and accuracy is significant. The position as the most reliable and precise alternative to fertility clinics is our goal. Another goal was to separate our visual style from other similar products in the same category. We wanted a more masculine feel, which is why black is chosen as the primary colour. In addition, we wanted the product and the visual style to seem friendly, while also signaling seriousness and reliability. This project was created as a pitch in collaboration with Daniel Stein, Katrine Valentin, Ingeborg Lund and Lotte Poulsen.