Assignment

Following its acquisition by healthcare group Medicover, Danish sperm bank SellmerDiers required a new name, brand promise, logo, and visual identity. The challenge was to create a distinctive and emotionally engaging brand that honoured the company's Danish heritage while appealing to prospective parents across international markets. The project was developed in close collaboration with stakeholders from both SellmerDiers and Medicover, ensuring alignment with the group's long-term vision for the brand.

Our assignment was to develop a new brand platform that would clearly differentiate the company, reflect its values, and create a stronger emotional connection with its audiences.

Solution

To define the brand and its positioning, we conducted a Brand Essence exercise with key stakeholders. The process provided valuable insights into audience perceptions, motivations, and expectations, establishing a clear strategic direction for the new identity.

A central part of the assignment was creating a new name. The solution was Børn, the Danish word for children. The name reflects the company's heritage while carrying broader international appeal, where it can also be interpreted as "Born". The distinctive Ø provides both a memorable visual asset and a unique brand signature.

The Brand Essence process revealed that the company was perceived as friendlier, more honest, and more inclusive towards lesbians and single women than many traditional sperm banks. These insights informed the development of the brand promise, "Welcome to your new family", expressing both the brand's open and welcoming attitude and the aspiration shared by its customers.

The new positioning was brought to life through a visual identity designed to communicate warmth, trust, inclusivity, and optimism.

Outcome

The new brand provided a strong foundation for growth and international expansion. By combining a distinctive name, a clear brand promise, and a welcoming visual identity, Børn Donor Bank gained a platform for communicating consistently across markets and audiences.

Since launch, the company has expanded from its original clinic in Aarhus to additional locations in Copenhagen and Odense, while establishing a presence in several European markets, including Germany, the Netherlands, and France.