Inito helps women get pregnant. A hardware tester pairs with a mobile app to track hormone levels, pinpoint the most fertile days and make sense of the cycle overall.

I started from the concept: how to convey what the product does and bring the brand closer to the women using it. Fertility tracking is clinical, so the visual voice stays warm and encouraging without losing medical credibility, built on soft biological forms and a calm palette. The logo came out of the same idea, a cell caught mid-division.

Then the product itself. I designed the first version of the app end to end, from prototypes through UX and UI, and kept supporting the design as it grew: illustrations, in-app animations worked out with the engineering team, art direction for photoshoots, and the visual style for social media.

Made in collaboration with O0 Design.