A private equity backed fertility business was registered with Companies House as REPIN and traded under the name of The Academic Reproductive Partnership. This caused confusion in the market place and did not represent the core values of the business and each of the clinics had their own unique and distinct identify with no link to the group company.
With the help of a cross functional team from across the group new core values, imagery and product promises were established. These were adopted across eleven sites in the UK and Poland
The company was renamed The Fertility Partnership with common product promise, livery and imagery for individual clinics in the partnership.