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SART is the primary organization of professionals dedicated to the practice of assisted reproductive technologies (ART) in the United States. ART includes the practice of In Vitro Fertilization (IVF), with their mission to help maintain the standards for ART in an effort to better serve their members and patients.



GreyBox was tasked with creating a new website for the organization to give SART a better online presence and become the “go to” site for ART information. Before we started we recognized an immediate need to “clean up” their current brand and fine tune their logo and brand. Working with their existing mark, we streamlined their logo and created better type lockups while establishing a core color palette and secondary colors to be used on the site and for info graphics.

The main goal of the site was to create a clear and informative site which was care-focused and easy to use. We worked together with the organization to create a clear and concise navigation menu with easy usability on all devices. Graphically, we wanted to strike a balance between the science side and the human side. We wanted the site to portray the feeling of hope and put patients at ease. By using positive uplifting imagery of babies, children and families throughout the site, paired with the core color palette and positive statistics peppered throughout, the site was able to achieve a perfect balance of unbiased and medically accurate information while giving patients a sense of hope that they can build a family.


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