designing trust at a national scale
When we began working with Spring Fertility in 2017, they were a highly respected clinic with 3 Southern California locations and an ambitious vision for patient-first care. They didn’t just need “marketing.” They needed a creative partner who could help them scale trust, education, and access—without ever turning patients into numbers.
Today, Spring Fertility is a national brand with 10+ locations across the U.S., serving patients, physicians, and referral partners through a unified, compassionate experience. Our role has been to support that growth from every angle: brand, website, patient education, custom tools, campaigns, and systems—working alongside their teams as an extension of the organization, not a vendor on the outside.
We’ve been in the room as Spring scaled—helping turn clinical complexity, multi-location growth, and high-stakes decisions into clear brand, digital, and education systems that patients trust and teams can actually use.
Human-centered healthcare translates
Supported growth from 3-10+ locations nationwide
The approach
Making care feel understandable
Fertility decisions are emotional, technical, and deeply personal. Our work centers on reducing anxiety and increasing clarity across the entire experience. We evolve Spring’s brand through visual design, messaging, and systems that help people feel informed rather than overwhelmed.
That shows up in the website, patient education materials, social content, referral tools, and in-clinic experiences. Over time, the brand has shifted away from the industry-mainstay of cold and clinical to modern, warm, and deeply human. Clear language. Inclusive representation. Design choices made to slow down time. A tone that respects the moment people are in. The result is a brand patients recommend because it makes them feel seen and supported…as individuals.
TOOLS THAT CHANGE THE CONVERSATION
One of the most meaningful creations in this partnership is Spring’s pregnancy probability calculator. Designed and built to translate published clinical data into something patients can actually understand, it helps people compare their chances at Spring, at other clinics, and with their own bodies.
The calculator remains one of the highest-engagement destinations on the site and has been adopted as a reference by physicians across the country, including those outside the Spring network. It’s used in consults, counseling sessions, and education conversations because it does what good design should do in healthcare. It makes information clearer, more honest, and more empowering.
Speaking to the right people
Marketing is the engine that supports everything else, and it’s where we spend the most time together. We partner closely with Spring’s marketing team across the full digital experience AND print brand experience, brand partnerships, campaigns, social, referral marketing, and patient education.
We help shape messaging, test ideas in the real world, and build campaigns that meet people where they are emotionally and culturally. From national activations like the Spring Egg Hunt to high-visibility brand partnerships and award-winning social design, the work is designed to be recognizable, inclusive, and trustworthy. These efforts don’t just drive volume. They bring in patients who are better informed and better aligned with Spring’s approach to care.
“ONE OF MY FAVORITE THINGS ABOUT WORKING WITH MALI IS THAT THEY KNOW THAT YOU DON’T HAVE TO TAKE YOURSELF TOO SERIOUSLY TO PRODUCE SERIOUS AND IMPORTANT WORK. THEY APPROACH MASSIVE STRATEGIC CHALLENGES WITH LEVITY AND GRACE, AND I CAN ALWAYS COUNT ON THEM AS A TRUE PARTNER.”
MEGHAN DWYER, VP MARKETING SPRING FERTILITY
Support that spans teams
Spring’s growth depends on more than marketing alone. We work alongside teams across the organization to support how the brand shows up day to day.
We collaborate with physicians on education materials and in-clinic support pieces that help explain complex processes clearly. We support People teams with recruiting, careers experiences, and internal materials that communicate compassion as a lived value. We work with IT and systems partners to ensure leads are routed correctly by geography and intent so the right clinics connect with the right patients. We support field teams with location-specific materials, event marketing, and tradeshow presence so Spring feels consistent and confident wherever they go.
Because we understand how all of these pieces connect, teams move faster and decisions land with more confidence.
A RELATIONSHIP STILL IN SEASON
This partnership doesn’t stand still. Spring’s brand evolves as the business evolves, with refreshed visuals, new locations, new tools, and new ideas brought to life over time. We’re still here, working alongside their teams, solving problems as they arise, and helping the brand grow without losing what makes it human.
Spring Fertility has become a national brand because care, clarity, and trust are built into every layer of the experience. We’re proud to help carry that forward, every day.
