an experience designed for both sides of the story
Nest Donor Bank is a different kind of fertility brand. More specific. Built to serve two deeply human, but fundamentally different audiences at the same time: the people giving, and the people hoping to receive.
We were brought in to help shape that balance from the ground up — building a brand and digital experience that could hold both perspectives without diluting either. One that makes the process feel transparent, emotionally grounded, and actually navigable for everyone involved.
In the family. Not the same.
We build brands that stand apart without breaking the system.
A family of brands that isn't dysfunctional
The approach
Emotional, not sentimental
Designing for Nest meant solving for divergence, not avoiding it. Donors and intended parents come in with completely different motivations, questions, and emotional states, and the experience meets that head-on. Clear pathways, distinct messaging, and a shared system allow each audience to move forward confidently without losing the bigger picture.
Visually, Nest had to sit inside the Spring ecosystem without disappearing into it. “Backed by Spring” shows up clearly, but Nest stands on its own. It borrows trust, not identity. The palette does a lot of the work here. Deep plum grounds everything, while blush and lime bring in optimism and life. It feels emotional, but not sentimental. Thoughtful, not soft-for-soft’s-sake.
Nests, hearts, pathways, hands. The visual language is lightly illustrative, never cheesy. It reinforces care, connection, and forward movement without overexplaining it, giving the brand a sense of warmth that still holds up in a clinical environment.
All your eggs in one basket? Bad. One Nest? That’s different.
When you’re designing for something this personal, you don’t get to choose one audience over the other. Both sides need to feel considered. Both sides need to feel clear on what this is and what it means for them.
Nest holds that balance. A system where clinical trust, emotional clarity, and real-world usability all show up at the same time.
When everyone understands what’s happening and feels supported in it, the path forward doesn’t feel complicated. It feels possible.
