Fertility Benefits Matter is a national initiative dedicated to advancing inclusive fertility and family-building benefits across Canadian workplaces. By combining advocacy, education, and employer-focused resources, the movement helps organizations better understand the role they play in supporting every path to parenthood.
Seeking to bring greater clarity and accessibility to the conversation around fertility benefits, Fertility Benefits Matter partnered with us to develop a comprehensive Benefits Advisor Toolkit. Created in collaboration with EMD Serono, the initiative aimed to equip advisors and employers with the knowledge and tools needed to better support employees navigating fertility and family-building journeys.
The resulting visual identity is bold, approachable, and educational, brought to life through expressive illustration and a confident communication system. Designed to balance empathy with clarity, the toolkit transforms complex information into an engaging and accessible experience, reinforcing Fertility Benefits Matter’s mission to create more equitable and inclusive workplaces across Canada.