Repositioning a Healthcare Brand for a New Generation of Families
Leading digital strategy and visual rebrand for a next-generation fertility brand committed to serving LGBTQ+ families, single parents, and all families building their future.
Overview
Premier Sperm Bank partnered with a brand strategist to reposition as a next generation, customer experience first alternative to legacy, often exclusionary, sperm banks. I led the translation of this new brand strategy into a comprehensive digital experience strategy and visual rebrand—guiding the team from strategic framework through design execution, delivering within 5 weeks and significant technical constraints.
The Opportunity
Premier’s positioning was compelling: the only sperm bank putting personalized service, DNA-verified donors, and radical transparency at the heart of everything they do. The opportunity was to create a digital experience that made this differentiation visible and credible—transforming the site from a generic clinical interface into a genuine reflection of the brand.
At the heart of this work was a meaningful mission: to make LGBTQ+ couples, single parents by choice, and families facing fertility challenges feel seen and supported during one of life’s most emotional experiences—not like transactions moving through a system.
Project Constraints
- 5-week timeline from strategy to launch
- Legacy codebase presenting technical challenges to updating page layouts
- Most critical pages (donor profiles) were significantly technically constrained
- Needed to deliver immediate revenue capability
Team
My Role:
Leading Digital Experience Strategy
UX/UI Design
Front-End Web Development
Collaborators:
Premier Sperm Bank Director of Operations
Premier Sperm Bank Medical Director
Premier Sperm Bank Web Developer
Brand Strategy Consultant
Customer Experience Research Consultant
Timeline:
5 weeks
Four Strategic Goals
The digital strategy for the project focused on translating the brand strategy to elevate the experience for prospective parents on the website.
1. Authentic, Human-Centered Experience
Transform the experience through authentic photography, prominent Concierge support, empathetic copy, and audience-specific pathways.
2. Showcase Best-in-Class Donor Program
Make scientific and ethical differentiation visible at every touchpoint through transparent screening standards, DNA verification badges, and proof points.
3. Deliver Upfront Transparency
Make pricing, policies, family limits, and screening standards visible at every step—no “contact us” gates, no hidden information.
4. Elevate Physician-Led Medical Expertise
Position the medical director’s expertise and his university affiliated research laboratory as proof this is a research-driven mission, not just a business.
Designing for Multi-Stakeholder Complexity
The most critical strategic challenge was designing for three distinct intended parent audiences, each with different emotional states, behaviors, and needs—without fragmenting the brand experience.
Three Primary Audiences
LGBTQ+ Individuals & Couples
Emotional state:
Excited but cautious; may have experienced microaggressions in medical systems; need to feel safe and seen
Key behaviors:
Seeking LGBTQ+ community validation; deep ethics research; comparing banks on inclusivity and cultural competence
What they need:
Inclusive language with no heteronormative assumptions
LGBTQ+-affirming imagery and testimonials
Respectful care from staff who understand their unique needs
No requirement to educate the provider
Inclusive handling of anatomy/biology discussions that respect gender identity
Single Parents by Choice
Emotional state:
Empowered but potentially overwhelmed; carrying full responsibility; need reassurance
Key behaviors:
Thorough independent research; budget-conscious; planning long-term (future sibling planning critical)
What they need:
Recognition that solo parenthood is intentional and valid, not a backup plan
Personalized support at every stage with no-pressure context
Financial transparency and planning support
Connection to other solo parent families
Families Facing Fertility Challenges
Emotional state:
Grieving loss of biological connection; may feel shame or failure; overwhelmed by yet another decision
Key behaviors:
Relying on clinic/doctor guidance; prioritizing medical credentials and scientific rigor; seeking privacy
What they need:
Medical credibility (Dr. Jain’s background crucial)
Straightforward, judgment-free support
Privacy and discretion
Seamless clinic coordination
Critical Sub-Personas
Research revealed that within these audiences, users consumed information very differently:
The Diligent Investigator
Highly skeptical after hearing stories about poor experiences with “corporate, faceless” sperm banks.
Questions ethics and motivations at every turn.
Will visit the donor recruitment site to verify practices align with stated values.
Needs comprehensive detail, specific proof points, transparent verification.
Vague promises trigger red flags.
The Overwhelmed Processor
Processing complex information and emotions.
Feels pressure to make decisions before they’re ready.
Prioritizes ease of use and streamlined information.
Needs at-a-glance consumption.
Resonance matters more than comprehensiveness.
Looking for signals that Premier “gets it.”
BIPOC/Biracial Parents
Seeks visible representation in spaces that historically excluded them.
Faces documented donor diversity shortage.
Needs authentic representation, cultural competence, and proof that inclusion is real, not performative.
Design for the Margins, Serve the Center
Focusing explicitly on the most marginalized audiences—LGBTQ+ families, BIPOC parents, overwhelmed processors—created inclusive language and flexible architecture that elevated the experience for everyone.
Audience-Specific Landing Pages
I created differentiated landing pages that spoke directly to each audience’s emotional state while maintaining unified brand experience.
LGBTQ+ Parents:
“We Understand Your Journey”
Authentic imagery of queer couples, inclusive language, no requirement to educate providers.
Single Parents by Choice:
“Personalized Support at Every Stage”
Validation of intentional choice, no-pressure support, financial transparency.
Families Facing Fertility Challenges:
“Straightforward Support with Medical Expertise”
Doctor’s credentials prominent, judgment-free support, seamless clinic coordination.
Progressive Disclosure Content Architecture
Layered information architecture serving both the Overwhelmed Processor (quick clarity) and the Diligent Investigator (comprehensive proof).
Layer 1:
Headline + 1-2 sentence summary for scanners
Layer 2:
Paragraph with key details for quick readers
Layer 3:
Comprehensive information + resources for deep researchers
Donor Profile Redesign: Story-First, Not Data-First
Restructured content to lead with human connection while maintaining scientific credibility.
New content hierarchy:
Donor Photo
Staff impressions
“Why I Became a Donor”
Values & Personality Narrative
Physical Stats
Medical History below
