Branding
Setting a New Standard for Fertility Care in India!
Luma fertility is redefining fertility care with science and empathy, in an otherwise fragmented landscape. Here's how Thought Over Design helped them tell their story.
In a landscape where fertility care often feels fragmented, clinical, and emotionally distant, Luma set out to change that. Through an end-to-end, tech-enabled ecosystem rooted in empathy, the brand supports women at every step of their fertility journey, addressing not just outcomes, but the emotional realities that shape the experience.
The fertility journey is shaped by vulnerability, hope and a fair amount of uncertainty and challenges. In naming the brand, the Thought Over Design team sought an identity that could hold all these experiences with care.
Luma fertility emerges from this intention: a name that evokes light, optimism and a sense of being guided rather than judged.
Derived from 'luminous', it reflects their commitment to turning every milestone, often clouded by discomfort or uncertainty into a moment illuminated by softness & support, much like the quiet glow of the moon. Luma fertility stands as a beacon of hope throughout the path to motherhood, helping women feel safe, seen and gently uplifted.
The 'Luma fertility' word mark and mnemonic embody hope and support. A clean typeface with soft curves balances medical expertise with warmth. The flowing mnemonic lines signal comfort and continuity, reflecting a commitment to making fertility care calmer and more human.
The brand language extends seamlessly into the clinic interiors, translating Luma's warmth and sensitivity into physical space. Soft colour palettes, light wood furnishings, warm lighting, and off-white walls work together to create an environment that feels calm, reassuring, and deeply comforting for women at every stage of their journey.
Luma's visual language comes to life through photography and copy rooted in the brand's intent. Imagery features real people in comfortable, familiar spaces, captured in soft, natural light. Flowy lines and curved forms are layered with photography to create a cohesive, gentle, and recognisable brand aesthetic.
