Cellic

Defining a new standard of care

Project Details

Cellic is mission lead company developing advanced automated systems centered around the human cell. On a mission to make the possibilities enabled by single cell surgeries accessible to more people. Their current area of technological advancements are automating embryology with the use of artifical inteligence and precision robotics to create breakthroughs in IVF treatments. This project demonstrated the balance of crafting an identity that supports a hard-tech B2B company while bringing soft and gentle sensibilities of healthcare and, a system that supports the larger vision of 'a new standard of care' while also focusing on their smart innovation that shrinks a state-of-the-art embryology facility into a 'Lab In a Box.'

Year

Client

Agency

Category

Role

Sector

2023

Cellic

Self

Branding & Visual Identity

Lead Designer

Healthcare

With the aim to increase In-Vitro Fertilization (IVF) success rates at significantly lower costs — providing greater accessibility to fertility care.

Design for Cellic's identity is centered around the cell — the cornerstone of biological function.

With senisbilities of softness and care that reflect the larger purpose of 'redefining the standard of care,' the minimal identity retains clean and clear focus on the products and services.

Leading the way in redefining the standard of care — centered around the cell

Understanding the context, the brand and it's key product — Infertility rates are on the rise, conceiving can be difficult. For some would-be parents, that's where assisted reproductive technology and fertility treatments come in. IVF is an enviornmentally sensitive procedure. Cellic miniaturises the lab into a self-contained device; A Lab in a Box with capibilities of built-in incubator, optics, robotics, egg monitoring maturation, embryo grading and biopsies. An innovation that eliminates 90% of hardware elements of traditional labs, making fertilitiy treatments more accessible. Cellic is succesfully automating embryology with the use of artificial intelligence and precision robotics to increase IVF success rates, lower cost and lead the way in redefining the standard of care. Their roadmap — to revolutionise sperm selection, automate fertilization and create the 'Lab in a box' system.