ORM Fertility Love is Family
Designing a digital destination for LGBTQ+ families to begin
The Challenge
Everyone’s path to parenthood is uniquely their own. For LGBTQ+ individuals and couples, that path can come with additional layers of complexity.
ORM Fertility (now Pinnacle Fertility post-acquisition), one of the region's leading fertility clinics, understands that building a family looks different for everyone. They recognized a growing need to reach and support LGBTQ+ prospective parents in a way that felt thoughtful, supportive, and inclusive. The challenge? Creating a space that not only informed, but truly resonated with LGBTQ+ people at every stage of their fertility journey.
The Goal and Strategy:
The solution was Love Is Family—an initiative dedicated to meeting the unique needs of LGBTQ+ prospective parents with empathy, clarity, and support.
We partnered with ORM Fertility to develop the brand identity and communications plan behind Love Is Family, with a strong focus on the digital experience. At the heart of the initiative is loveisfamily.com, a dedicated website designed specifically for LGBTQ+ audiences. The site serves as both a resource hub and a welcoming starting point—offering tailored information about treatment options, outlining various fertility paths, and providing clear, accessible guidance for every stage of the journey.
In addition to practical information, the site also promotes free fertility seminars and consultations, and connects visitors to a growing online community where prospective and former patients can share their stories and ask questions.
The Results
Since the launch of Love Is Family, ORM Fertility has been able to grow its reach and connect with LGBTQ+ audiences in a more meaningful, authentic way. By creating a dedicated space that speaks directly to their needs, the clinic deepened trust with prospective patients and opened up new channels for ongoing engagement. The initiative not only reinforced ORM’s commitment to inclusivity, but also positioned them as a compassionate and informed leader in LGBTQ+ family-building—online and beyond.
In addition to web design, our partnership with ORM included brand strategy and visual identity, key messaging, earned media strategy, digital campaigns, and more. Our work helped strengthen ORM’s brand and market position, contributing to its 2022 acquisition by Pinnacle Fertility, one of the nation’s fastest-growing fertility care networks.
