A global rebrand. From brand strategy to identity and beyond.


A family unit has no fixed form. Or a fixed way to be formed. And by offering full agency over reproduction, Gaia are the lifemakers here for all future families, no matter their creation or configuration. It’s this idea that inspired Gaia’s new brand identity.

Our logo signals that Gaia is something distinctly different. With two different letters reflecting how no two families are the same. Our collages show the rich, varied and often imperfect ways we make family. Our colour palette captures the hard reality of an IVF journey, always with a touch of optimism. And our voice is bold with good bedside manner – allowing Gaia to assert its point of view in the world while always supporting individual members. Together, this is a brand for the future of fertility care, for the future of all families.

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