Tennessee Fertility

The goal with the rebuild of the Tennessee Fertility Institute website was to create an inviting web environment first. Secondary to that was to convey an updated brand position, reinforce a connection to parent company Inception Fertility, and reach out to the array of target personas.

From a technical perspective, as a branch of Inception Fertility, the new Tennessee Fertility Institute website is the first in a series of franchise websites to be rebuilt in a unified WordPress theme. This required building into the theme more options to customize the site from the WordPress admin to facilitate scaling across multiple installs.

Specific challenges to this design was expanding upon a strict, but limited brand guide to portray a premium and inviting experience. The brand colors specifically had to be expanded upon to create a contrasting action color that stood out enough for users to find the actions, while also fitting with the existing brand colors.

In terms of design and content, this type of service is very sensitive. The prospective clients are experiencing some very personal challenges that must be dealt with respectfully. Many websites of fertility services may be filled with photos of newborns or families because that is the goal; conversely that can also portray the very thing that is so hard for the visitors to attain. Portraying diversity was of high importance as well; the service is essential for some families to even have a chance at a child.

Packing all those technical, social, and content objectives was challenging and rewarding. The client came away with a website they loved, and are now scaling it out to the rest of their network.