London Egg Bank

Visit the London Egg Bank website

London Egg Bank has been helping people turn the dream of parenthood into a reality for over 30 years. As the UK’s most respected and experienced egg bank, LEB’s patients span age-ranges, life stages, and gender identities. So, we focused our strategy for their visual brand refresh and new website design on user experience first.

The brand that LEB’s audiences had come to know and trust needed to be maintained, yet elevated and repositioned. The playfulness and youthful ease of their existing identity lacked the sensitivity and respect that defines LEB’s style of care, and sat at direct odds with the perspective of those facing challenges on their family-making journeys.

After identifying the existing logo and organic elements as the brand’s core building blocks, we worked to refine color, type, and supporting brand expressions to impart expertise, professionalism, and compassion.

The new, subtle color palette signals LEB’s distinct service categories, and refreshed typography systems impart consistency, improve usability, and bolster SEO. Brand photography speaks with respect to wider audiences, and is also more representative of those audiences. The final suite of elements upholds LEB’s long-standing visual language, while honoring and resonating with all audience members.

On the website, type hierarchy, wayfinding elements, infographics, and white space bring ease to the interactive experience, guiding audience groups to the information they’re looking for with straightforward navigation and CTAs. Design elements are used intentionally to support the content, putting the needs and interests of donors, hopeful recipients, and future parents front and center in our approach to UX/UI.