Need to Know
21 : 09 : 20

London – Design agency Ragged Edge and fertility technology company Mylo are working to reframe communications about fertility.

With messaging around conceiving often misaligned with people’s true experiences, Mylo – previously known as myLotus – is rebranding its visual cues and tone of voice to be not only more contemporary and gender-neutral in its approach, but more informative and precise.

Offering ovulation tracking, Mylo acts as a hormone detector to support people in their fertility journey. Wanting to veer away from the often romanticised narratives prevalent in the fertility field to offer a more realistic view, Max Ottignon, co-founder of Ragged Edge, says: ‘Getting pregnant is not always a matter of time, it’s more a matter of timing. Mylo gets real about conception. Real information, real empathy, for real women and men facing the realities of trying to have a baby.’

With infertility being discussed more openly than ever, consumers want equally candid and honest brands to be part of their journey. For more, delve into our Modern Fertility microtrend.

Los Angeles – The Los Angeles' 2028 Olympic and Paralympic Games has unveiled branding that honours diversity, inclusion and self-expression.

Created for Los Angeles’s third Olympics and first Paralympic Games, the animated logo consists of an L, 2 and 8 designed by typographer Jeremy Mickel and an ever-changing dynamic A that visualises the individual stories of Los Angeles's citizens. To achieve this, the LA28 branding has been created in collaboration with local athletes, artists and creators who shared their stories, including nine-time Olympic medallist Allyson Felix, graffiti artist Chaz Bojórquez and singer and songwriter Billie Eilish.

Alongside the logo, a campaign video features vignettes of well-known creators sharing their favourites things to do in the city. ‘LA is what it is because of the people and the LA28 Games should represent that. The best way to capture the energy of Los Angeles and the Games is through a collection of voices,’ says Janet Evans, the Games' chief athlete officer and five-time Olympic medallist.

Drawing on an array of experiences and personalities, the LA28 Olympics sets an example of how branding can evolve beyond words alone to be even more dynamic.

Video subscription platforms are failing to deliver a seamless user experience in some areas, a new study from Kantar finds.

The market researcher's recent analysis of eight markets reveals that tv-on-demand streamers find it difficult to discover new content that appeals to them. Despite 68% finding the search function on these services easy to use, nearly half (43%) feel they spend too much time looking for new shows to watch.

With 27% saying that the algorithmic recommendations provided by these services are not relevant to their interests – and that their friends provide better suggestions – video subscription platforms have a chance to elevate content discovery by adding a human or friendship-focused element to it.

‘If disruptors don’t do more to innovate, not only in enticing new audiences but also in retaining them and fostering loyalty, they will become the disrupted,’ reads Kantar's report. To avoid this happening, streaming services can explore The Focus Filter for tips to keep consumers’ attention.