Alcea Surrogacy is a carrier-led ethics

first approach to third-party reproduction

Client: Alcea Fertility Family

Date: 2021 - Present

My Role: Holistically responsible for anything client facing. Full brand redesign, graphic & document & swag & packaging design, etc.

Programs: Illustrator, Photoshop, Canva, Fresco, Procreate, Figma, Wordpress

Scope: Brand Redesign x2, Packaging, Document Design, Social Content, Website Design

Contributors: Original Logo & 2020 Branding by Courtney Todd, Umlaut,

DETAILS 

Philosophy

Surrogacy, distinct from other industries, has remained in aesthetic stagnation for the last 60 years. In 2020 (even more so than now) it was dominated by lilac blue, stork pink, and imagery anachronistically borrowed from the Gerber era. At its inception, Alcea was an attempt to subvert these tired tropes. The colors came first- typography second.

Logos

Icon

Wordmark

Badge

Co-op

Graphics

Holidays

Print Graphics

Covers

Calendars

Print Swag

Notepads

Print Swag

Boxes

Co-op

Tea

Cards

Email Sigs

Co-op

Illustrations

Uterus

Floral

Badge

Match Art

Affirmation

Cards

Cards

Postcards