Celmatix helps women overcome infertility through the duality of cutting edge science and empathetic care. This duality of represented in the brand in multiple ways; symmetrical composition in photography, a 50/50 layout strategy between lifestyle imagery and technical information, and a logo mark that can be mirrored and repeated. The logo also has a few motifs; a twisted DNA helix, an abstraction of a pregnant woman, and the "X" in Celmatix contains a cutaway to reveal an additional "Y" for the X and Y chromosomes.