Baby Hope Fertility
PROJECT SERVICES
Branding + SEO + Website + Course + Social Media
PROJECT DETAILS
This project was meaningful beyond words to take on, let me explain. Baby Hope Fertility is a physician-led, holistic fertility clinic located in Denver. The business owner, Jeanie Schlafly, D.O., is an anesthesiologist turned fertility specialist. What sets this business apart from any other fertility clinic is that Dr. Schlafly is uniquely equipped to walk alongside patients because she walked a similar path of infertility after losing her daughter, Lily Rose, during pregnancy a few years ago. Not only can Dr. Schlafly speak from experience when it comes to infertility and successfully treating it, she also has an unbelievably strong dose of empathy that I’m certain will help heal the hearts of many patients that choose to work with her. Additionally, what made this project even more special is that Dr. Jeanie Schlafly is an IFM certified practitioner. I’ve been a big fan of functional medicine ever since I changed my diet in 2015 and started working with a great practitioner to work on my own health issues. I personally know first hand how wonderful it is to work with an IFM certified practitioner, I have no doubt that Dr. Jeanie Schlafly’s patients will be in great hands as they work on bringing their whole body into balance.
For this project, we started from scratch. This is a new business that required new branding, new messaging, new SEO strategy (no prior ranking history), a new website and even a new course. We first tackled branding and went through series of ideas/concepts before landing on a design that incorporated two things — a lily flower (for her daughter, Lily Rose) and a rainbow (signifying rainbow babies). The key? Finding a way to add lots of color to insinuate a hope-filled and optimistic experience with BHF without making it too distracting on the eyes. Ironically, when designing this brand, I wanted to take the project in a different direction when it came to colors and graphics. But, after visiting with a family member who had gone through pregnancy loss and fertility issues in the past, she encouraged me to go bright, because at a time when couples are yearning to start a family but can’t — they don’t want to be surrounded by hope and optimism. So, with Baby Hope Fertility — that’s just what we did. A colorful palette for a cause. A brand designed with a mission.
The SEO strategy and website came together pretty seamlessly once we crafted the brand. We implanted all the keywords strategically that we wanted to rank for. We followed all SEO best practices to get the Baby Hope Fertility website scoring well on almost all SEO reports. Additionally, we built out the Fertile Foundations™ course for Dr. Schlafly’s patients using Squarespace’s Member Areas feature.
