Challenge
The IVF technology landscape was undergoing rapid consolidation when Astorg acquired Hamilton Thorne – an established group of seven Assisted Reproductive Technology (ART) focused companies – and combined it with Cook Medical’s reproductive health division. As part of this transformative strategy, Astorg also acquired FUJIFILM Irvine Scientific’s medical media business, further enhancing the new entity’s scale and capabilities. This created a global leader in the market that demanded the creation of NewCo with a unifying brand strategy to bring together nine disparate entities under a single, compelling identity, with a fresh new name, Nexpring Health.
Nexpring Health needed to unite industry legacy with future-forward ambition, offering unwavering support and trusted partnership at every critical moment of the IVF cycle, grounded in nearly 50 years of embryology-led experience.
Astorg, ambitious to make an immediate impact, appointed a new CEO for the combined entity and partnered with Brandpie with a clear goal: to create Nexpring Health with a market-leading positioning, purpose, name and brand identity to unify the nine entities and be ready to launch at speed with clear market standout.
Idea
The ART sector has long been dominated by players with similar market positioning and branding – safe, conventional, and emotionally focused on consumer-end imagery of happy families. But Astorg and the new leadership team envisioned something bolder. Having assessed the market dynamics, we identified a gap in the market for a MedTech challenger brand that would speak directly to embryologists, clinicians, and fertility clinics – the people who were working with their products and equipment everyday – to position the company as the leaders in advancing ART.
We built Nexpring Health from the inside out, starting with a strategic foundation that was unlike anything in the market, together with a fresh new name to convey new beginnings. The new brand’s positioning, “Redefining the future of ART”, was born from deep research, including interviews with key opinion leaders, customers and internal leaders, together with virtual employee co-creation sessions across the different entities.
Where others showed happy families, we focused on the people who make them possible, shifting the narrative from emotion to expertise – a professional business and brand by and for ART professionals.
Building the brand to lead the future of ART
Our strategy was anchored around four imperatives:
1. Unify the entities:
Nexpring Health had to speak with one voice. We created Nexpring Health with a strategy to unify the fragmented sub-brands and ensure consistent positioning across the portfolio.
2. Champion the experts:
The market positioning focused on the embryologists, clinicians, and fertility clinics who make the breakthroughs possible. This differentiating ethos gave employees pride, customers confidence, and market cut-through.
3. Differentiate by design:
In a market of visual sameness, we needed a brand that could break the mold. We created a visual identity that was bold, technical, and modern, emphasizing their MedTech credibility and leading offer.
4. Redefine what’s next:
Nexpring Health exists to push the field forward. The new business and brand signals a clear ambition to unite science and scale, leading the future of ART with purpose and professionalism.
We defined Nexpring Health’s purpose, positioning, name, brand identity and digital experience with this ambition at the core. And by the time the deal was done, the CEO was equipped to lead a brand with momentum and meaning.
An identity rooted in science, built for scale
The Nexpring Health brand identity brings the new market positioning to life with clarity and boldness. The logo and symbol, is a central metaphor that symbolizes growth, multiplication, and new life. This represents both the nature of IVF and the growth ambition of the business.Nexpring Health’s design system takes it’s cues from MedTech rather than the soft pastels of the consumer wellness sector, leading to a high degree of market standout. It’s structured to communicate credibility and confidence, emphasizing scientific rigor and global professionalism.
Visualising the expertise behind every breakthrough
Gone are the stock images of happy families. Instead, the brand showcases the clinicians in environments where breakthroughs happen: controlled lab settings, microscopic detail, and the precision-led work of embryologists and gynecologists every day.
A digital launchpad for a global MedTech leader
A new website reinforces Nexpring Health’s expertise-first approach, blending scientific content with human storytelling that centers on innovation and technological progress.
Nexpring Health launched as one united MedTech global force ready to challenge the market leaders. With the largest global salesforce in the industry, and a business and brand created to reflect the future ambition, Nexpring Health is now positioned to become the global leader in the industry, redefining the future of ART.
