Carrot Fertility

Employer:  All Turtles
Type: Series D
Industry: SAAS
Role: Sr. Design Director
Year: 2023

Relationship

Carrot Fertility was incubated and created at All Turtles. My Design team served as an embedded strategic design partner for the organization, working on developing the brand, products, and marketing initiatives.

The Team

• Josh Parenti — Product Design Lead
• Christina King — Visual Design Lead
• Dala Botha — Brand Design
• David Perez — Content lead
• Gloria Lu — Design Operations
• Clio Atencio — Sr. Design Director
  

My responsibilities

As Sr. Design Director, I led a distributed, multidisciplinary design team to build and scale the company’s visual identity, digital products, and brand experiences. I oversaw creative direction across marketing, product, and events, while managing budgets, hiring, and cross-functional collaboration. My role combined strategic leadership with hands-on design excellence, ensuring consistency, quality, and impact across all touchpoints.

Services Provided

• Product Design
• Brand Design
• Environmental Design
• Marketing
• Photography

Context

What is Carrot?

Carrot Fertility is a global fertility care platform that helps employers offer comprehensive reproductive health benefits to their employees. 

Carrot's Mission

Provide access to fertility care and family-building support — for everyone, everywhere.

The Brand

The need

After a long journey to become the leader in the B2B fertility segment, Carrot recognized that it needed to evolve its original visual identity into a more mature one, differentiating itself further from competitors and portraying a more authoritative and data-driven company. 

They wanted to move away from illustrations, stock imagery, and fluffy content that lacked data points to prove their impact, while also retaining their original logo.

Brand Architecture

Building a clear brand architecture is essential for Carrot Fertility to strengthen and scale its identity. By establishing a structured framework, Carrot can ensure consistent brand positioning across all audiences—both internally and externally—so that the story is always told the same way. This clarity not only protects and grows brand equity at both the company and product levels but also makes Carrot’s unique points of differentiation stand out in a competitive market. A strong architecture serves as a single source of truth, guiding the evolution of the brand while enabling the more innovative and more efficient allocation of marketing resources to maximize ROI.

• Brand Promise: Pursue your possible
• Mission: Fertility care for all.
• Vision: The leading global fertility platform, changing lives through precision care.
• Target Audiences: Employers, HealthPlans, Consultants, and Partners.
• Positioning Statement: Carrot provides lifelong fertility and family-forming care globally, impacting lives and producing industry-leading outcomes through precision care delivered by our deeply personalized engagement platform.

Visual Identity

We began with research to understand stakeholder goals, user needs, and the competitive landscape. We found that most competitors leaned on soft colors, stock imagery, and lacked data-driven validation—creating an opportunity for Carrot to stand out with a more credible, distinctive presence. These insights shaped the foundational brand assets, built to be robust and adaptable, establishing a best-in-class identity that positions Carrot as innovative today while supporting future growth.

Logo:

The only asset that Carrot wanted to keep untouched was the logo, and was designed before my time at All Turtles. 

Colors

We created a sophisticated color palette with seven shades per color—three lighter, three darker, and a middle base. To ensure accessibility, we defined text contrast (black or white) for each shade and developed seven unique patterns to support color differentiation for people with visual impairments.

Data Visualization System

We built a data visualization system that turned complex data into clear, consistent visuals. By standardizing charts, dashboards, and visual rules, we enabled faster decisions, stronger storytelling, and a more data-driven culture.

Iconography System

We refreshed our iconography and established clear rules for consistent use and future additions, drawing inspiration from Material Design.

Typography

We refreshed our iconography and established clear rules for consistent use and future additions, drawing inspiration from Material Design.

Photography

Grids and Patterns

Web Design

Product Design: Carrot Sprints

The Problem

Individuals trying to conceive often struggle to make and sustain the lifestyle changes needed to improve metabolic health and fertility outcomes.

The Opportunity

A personalized, time-bound, AI-driven solution that drives meaningful behavior change during this critical window.

The Hypothesis

Providing personalized, time-bound, AI-driven programs tackling the underlying metabolic causes of infertility (e.g. obesity, blood sugar issues, sperm damage) during key fertility moments will motivate individuals to adopt and maintain healthy metabolic habits.

The Audience

Anyone trying to conceive.

The Result

Through Carrot’s rebrand, we created a scalable brand system that unified marketing, social campaigns, and product experiences. By delivering strategic, creative, and design solutions, we elevated Carrot’s online presence and ensured consistency across every touchpoint. The result was a cohesive identity and product experience that strengthened Carrot’s position as a leader in accessible fertility care.

heraclio@designstgy.com