BRAND NAMING

The fertility journey is shaped by vulnerability, hope and a fair amount of uncertainty and challenges. In naming the brand, we sought an identity that could hold all these experiences with care. 



Luma fertility emerges from this intention: a name that evokes light, optimism and a sense of being guided rather than judged. Derived from ‘luminous,’ it reflects our commitment to turning every milestone, often clouded by discomfort or uncertainty into a moment illuminated by softness & support, much like the quiet glow of the moon. Luma fertility stands as a beacon of hope throughout the path to motherhood, helping women feel safe, seen and gently uplifted.

COMPETITOR ANALYSIS

An in-depth study of the existing fertility landscape, spanning clinic spaces, visual identities, and communication styles, revealed clear category patterns and gaps. Most clinics rely on deep reds, magentas, and purples paired with stark interiors and harsh white lighting. The result feels clinical and intimidating, lacking the warmth and reassurance patients truly need.

The brand language extends seamlessly into the clinic interiors, translating Luma’s warmth and sensitivity into a physical space. The interiors were designed by Nikita Pai Design Studio, who brought to life the very intent of the brand's wellness led approach, through the soft colour palettes, light wood furnishings, warm lighting, and off-white walls. All these elements work together to create an environment that feels calm, reassuring, and deeply comforting for women at every stage of their journey.

 Seeing the Luma Fertility clinic in person was incredibly rewarding for us, as we were able to see every detail and decision reflecting the very spirit of the brand identity expressed in various decisions, from the curved edges on the reception desk to the wonderful artworks curated in the space by Neha & her team.

BRAND IDENTITY

The Luma fertility word mark and mnemonic embody hope and support. A clean typeface with soft curves balances medical expertise with warmth. The flowing mnemonic lines signal comfort and continuity, reflecting a commitment to making fertility care calmer and more human.

The brand language extends seamlessly into the clinic interiors, translating Luma’s warmth and sensitivity into physical space. Soft colour palettes, light wood furnishings, warm lighting, and off-white walls work together to create an environment that feels calm, reassuring, and deeply comforting for women at every stage of their journey.

Visual Language

Luma’s visual language comes to life through photography and copy rooted in the brand’s intent. Imagery features real people in comfortable, familiar spaces, captured in soft, natural light. Flowy lines and curved forms are layered with photography to create a cohesive, gentle, and recognisable brand aesthetic.

FUNDING & GROWTH MILESTONES

Luma Fertility raised $4 million in seed funding in July 2025, led by Peak XV’s Surge, a venture capital platform focused on early-stage startups.

FUNDING & GROWTH MILESTONES

Luma Fertility raised $4 million in seed funding in July 2025, led by Peak XV’s Surge, a venture capital platform focused on early-stage startups.

PROJECT CREDITS

Creative Director
Anushka Sani


Brand Nomenclature
Rohini Pandey

Sanjana Chowhan
Aishwarya Prabhala

Designer
Anisha Sirur
Tanvisha Chugh

Shreya Chhajed

Copy

Aishwarya Prabhala

Project Management
Mesha Bhansali

Project Operations
Arjun Singh

Interior Design
Nikita Pai Design Studio

Hocco

Pattri

THe whole truth