Empathy meets innovation

  • Examen Brand Design

Presenting optimism on a complex and emotional issue.

Examen is the new name for SpermComet, a medical diagnostics firm working in the field of male reproductive health. The old name caused them untold amounts of problems, both with the customer’s embarrassment at such a blunt name but also because their emails and website were being blocked by search engines and mail software.

They came to us conceding that their name was a major issue and that they needed a dramatic change. We worked with them over a couple of busy months to completely reposition the company.

Name Brief

The company name should be obvious and unavoidable for those who need it. For everyone else it should be discreet and fade into the background.

The opposite of SpermComet.

Naming Concept

Not just a test.

This is a comprehensive examination of your individual sperm’s DNA health. Encouraging men to step up and see their role in fertility problems.

Name Solution


Examen Name and Brand Design

A discreet and clever name and brand to reassure customers.

The brand mark is designed from a broken strand of DNA, the very thing their product identifies. The logo is an obvious touchpoint for customers and people who know the company, but is a discreet “science-ey” looking brand for everyone else.

Examen Name and Brand Design
Examen Name and Brand Design
Examen Name and Brand Design
Examen Name and Brand Design
Examen Name and Brand Design
Examen Name and Brand Design
Examen Name and Brand Design

Working on every touchpoint of the brand materials.

We worked with the team to identify every customer touchpoint in the journey from seeking help to receiving their DNA report and designed it with a high-quality finish and our usual attention to detail.

Examen Name and Brand Design

"Exceeded our expectations"

“The whole team listened attentively to us, drilled down to the core of our business by asking lots of questions until they attained a depth of complicated medical knowledge and then promptly delivered a name, brand & website that exceeded our expectations.

When we think ‘Bag of Bees’, words like ‘professional, innovative, dedicated, flexible, adaptable, patient with website dummies, responsive and communicative’ come to mind.”

Sheena Lewis
CEO, Examen

We also produced the Examen website design.

examen website design

Examen Website Design Project

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