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.