Ragged Edge’s holistic identity for Mylo aims to tackle the stigmas surrounding conception
With an identity conceived and developed from the ground up entirely remotely during the initial UK COVID-19 lockdown, conducted entirely on Zoom, London-based branding agency Ragged Edge have shown how to design when the odds are stacked against you. Contraception company Mylo approached Ragged Edge without a name or visuals, but with a strong idea, powerful principles and aim to tackle the stigma surrounding conception.
In a world of romanticised cliches, Mylo wanted to represent the reality of conception, showing how it is in fact not what the cliches lead one to believe. By providing innovative ovulation trackers, pregnancy tests that give more nuanced and detailed results, support and information, not only do Mylo aim to help people get pregnant but also to empower women in the process.
“The logotype came first,” Ragged Edge’s creative director Matt Smith explains, recalling how the rest of the identity naturally developed swiftly around the custom lettering. “It captured the tension between crafted detail and hand-made quirks that were at the heart of the visual language,” Smith tells us, a tone of voice that carried into the brand’s supporting illustration – also done in-house.
These hand-crafted elements inject a sense of personality and character into the brand, making the company seem friendly and supportive, which is then contrasted with a straight-talking sans serif. “We were looking for a humanist sans-serif that had just enough character to speak to the ‘perfectly imperfect’ idea behind the identity,” Matt explains, “yet still feel trustworthy.” Garnett by Sharp Type is used throughout, providing a sense of sincerity to the subject matter; balancing the brand’s tone of voice by not being too playful to the point of being disingenuous, but not stern enough to seem clinical and unapproachable.