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21 : 09 : 20

Mylo tackles tone-deaf fertility messaging, Amazon enters the luxury fashion space, and why streaming platforms shouldn’t rely on algorithms.

Mylo’s rebranding gets real about fertility

Mylo rebranding by Ragged Edge, London
Mylo rebranding by Ragged Edge, London
Mylo rebranding by Ragged Edge, London

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.

The LA28 Olympics’ branding is for everybody

LA28 Games, Los Angeles LA28 Games, Los Angeles
LA28 Games, Los Angeles LA28 Games, Los Angeles

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.

Amazon augments the luxury e-commerce experience

Global – The retail giant is launching its Luxury Stores experience as part of its mobile app, marking the platform's long-awaited move into the luxury space.

Operating as a concession platform, the luxury arm of Amazon aims to give brands more power and freedom than they traditionally have in department stores or luxury e-commerce partnerships. Launching with autumn/winter collections from Oscar de la Renta and British designer Roland Mouret, the platform also provides an alternative environment to traditional catwalk shows. To launch, Mouret is showing No Show, a promotional virtual runway film acting as a teaser for the brand’s foray into the Luxury Stores environment.

Available by invitation only, the shop-in-shop experience will feature digital storefronts for brands, as well as immersive 360-degree viewing options for products. Christine Beauchamp, president of Amazon Fashion, explains: ‘We’re excited about creating an elevated and inspiring customer experience, while also infusing innovative technology to make shopping easier and more delightful.’

In our recent interview with Andy Ku, founder of digital luxury studio Unmatereality, he asserts that it's not the real world but virtual spaces that bring new opportunities for brands.

Oscar de la Renta on Amazon Luxury Stores

Stat: Algorithmic curation is failing video streamers

Perfect Reality, Samsung, by Six N. Five Perfect Reality, Samsung, by Six N. Five

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.

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