Oval
Brand Identity / Healthcare
Opposite created the brand strategy, name and visual identity for Oval, a modern fertility clinic spearheaded by Dr. Brian Levine, one of the world’s foremost fertility specialists. In close collaboration with the founding team, we defined not only how the brand would look, but what it should stand for and how it should be experienced.
Fertility rates are declining globally, yet the way fertility services are positioned often feels broken. Brands in the space often feel overly clinical and impersonal, making the experience feel transactional and commoditized. This felt like an opportunity to create a different brand experience for one of the most significant and emotional decisions of a person’s life.
Oval is positioned at the intersection of science and human warmth, analogous to an experienced doctor with an exceptional bedside manner - calm, confident, reassuring and deeply trustworthy.
The name Oval emerged as a natural foundation for the brand, subtly referencing the ovum, while being phonetically soft and feeling refined. It is short and memorable, while being globally relevant with the additional advantage of being a great visual starting point.
The visual identity draws directly from this foundation with a symbol, nicknamed ‘the bloom’, cleverly constructed with intersecting ovals and representing birth in the abstract. A custom wordmark also subtly integrates the oval forms creating rhythm and reinforcing the name.
The visual system for the brand is anchored by a restrained color palette, clean, warm typography and calm compositions that create a balance between scientific credibility and warmth. The identity was applied across key touchpoints, most notably the design and direction of the Oval website.
As part of the brand program, Opposite also developed the line “Conceive the Future”, a statement of purpose with subtle wordplay that works on two levels: referring to the act of conception and pointing to the idea of science shaping what comes next.
Devoid of literal symbols, imagery and category codes, the Oval brand is a memorable expression of quiet scientific confidence, a refined patient experience and reassurance.
Oval is a venture of the GVK group, founded by G V Sanjay Reddy (Vice-chairman, GVK) and Dr Brian Levine.
