Arizona Reproductive Institute was a fertility clinic in Tucson, Arizona, founded in 2012 and later affiliated with The Prelude Network, a national network of fertility clinics.[1] The clinic’s website now states that Arizona Reproductive Institute is permanently closed, directing former patients to other clinics within The Prelude Network.[2]
Design and History
Arizona Reproductive Institute operated as part of The Prelude Network, which describes itself as the largest and fastest-growing network of fertility clinics in North America.[3] The clinic’s visual identity was tied to the Prelude brand system, with its logo files hosted under the Prelude Fertility brand website.[4]
The Prelude Fertility brand identity was developed by the studio And Repeat, with Martin Grasser serving as creative director and Vina Rostomyan as senior designer.[5] The design team described the existing Prelude identity as feeling “edgy and intimidating,” misaligned with the warmth and support patients needed, and worked to strip away unnecessary elements and return to the company’s core values.[5]
Meaning and Symbolism
The Prelude rebrand was guided by a central question: “What does compassion look like?” The design team aimed to create calm for patients navigating uncertainty, using hand-drawn illustrations with organic forms to bring humanity into the system and photography lit with soft, natural light that felt “safe, not clinical.”[5]
Typography and Design
The Prelude identity system used Caslon for elegance and Univers for clarity, paired with a warm, grounded color palette with neutral tones.[5] The digital platform was developed in partnership with Sweden Unlimited to make complex medical information feel approachable and clear.[5]
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