Ragged Edge champion the humanity behind every IVF story in Gaia’s charming identity system

Challenging the inaccurate rhetoric and unjustifiably cold, calculated associations many have with IVF treatment, insurance brand Gaia has brought progressive, accessible modern thinking to the way we describe and fund fertility treatment – turning to London-based creative agency Ragged Edge to aesthetically address this industry-defining shift in attitude across Gaia’s characterful identity. “No family is the same, so the Gaia logotype reflects that,” Ragged Edge’s Co-founder Max Ottignon tells us, discussing the distinct, candid logomark that leads the brand. “It’s hand-drawn and one-of-a-kind,” he continues, “with irregular letterforms designed to convey a sense of individuality and humanity,” a theme confidently apparent throughout the identity’s output that provides a tonal comfort and inclusivity. Supporting Gaia’s bespoke logomark is a veritable playground of form, colour and type, with the agency opting for a contrasting combination of sans and serif typefaces that helps to embrace the eclecticism and individuality of their audience. “For the typography, we needed a headline typeface that was bold enough to honour the tone of voice,” Ottignon explains, “but human enough to convey our messages with heart,” achieving this desired balance in the form of Dinamo’s ABC Arizona.