The femtech model Mylo provides fertility a contemporary look with a brand new identification

Depressing half the world's population, women's health was until recently generally viewed as a dirty word in the medical industry.

Thankfully, there's a glimmer of hope in the form of the burgeoning femtech sector, with brands like Elvie addressing issues related to previously taboo topics like gender, periods, and birth control.

Founded in 2018, fertility technology company myLotus offers people the tools and information to optimize their chances of having a baby with an app and ovulation tracker that detects luteinizing hormone in urine.

Ragged Edge was tasked with restarting the brand and creating a visual identity that reflected the often unpredictable reality of the conception experience.

Changing the company name from myLotus to Mylo set the tone for the rest of the rebranding by making it feel more contemporary rather than gender-specific – something that will be of vital importance if the company is looking to expand its range of functions and products in the future.

A new logo and illustrations feature rough, handcrafted style edges, and the tone of voice is meant to be informative and supportive without being overly scientific.

The color palette now consists of different skin tones, complemented by a light blue accent color.

"Getting pregnant is not always a question of time, but rather of timing," says Max Ottignon, co-founder of Ragged Edge.

“Mylo becomes real in terms of conception. Real information, real empathy for real women and men faced with the realities of trying to have a baby. "