Brand identity and website for Working Through Fertility. Caroline Biddle trains organisations on fertility and reproductive health at work. The brand and site needed to earn trust with HR leaders without feeling clinical.
The Brief
Working Through Fertility helps organisations support employees through fertility treatment and reproductive health at work. Founder Caroline Biddle needed a brand and website that could earn trust with HR leaders, people managers and wellbeing teams. The tone had to feel empathetic without going clinical, and authoritative without sounding corporate. The site had to introduce her training, workshops and consultancy clearly, give Caroline room to tell her story as a researcher and practitioner, and work as confidently on mobile as on desktop for busy decision-makers reviewing options between meetings.
The Solution
We developed a wordmark-led brand identity with a warm burgundy palette, cream typography and a lavender accent on the full stop. Business cards extend the system with a dot-grid pattern and clear contact hierarchy. The website structures services for talks, workshops, manager training and policy consultancy, with numbered content blocks that make complex guidance scannable on mobile. Caroline's founder story sits in a portrait-led layout that balances credibility with approachability. The full site reads as a calm, confident introduction to a consultancy built on research and real workplace experience.
From the client
Really happy with the Website Design Lewis has created for me. A friendly and professional service with great communication.
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