Genea chose to launch it’s exciting new sister brand, Genea Biomedx, to the world at the prestigious ESHRE (European Society of Human Reproduction & Embryology) conference in London this week. Attendees were given a sneak peek at the revolutionary new technology that Genea Biomedx have spent the past three years developing to help automate and standardise some of the trickier and more labour intensive IVF processes.
Affinity worked closely with the Biomedx team over the past months to help articulate the new brand and bring to life their unique business model and quest for perfection. The ‘What If’ positioning for the brand beautifully sums up the restless nature of the people behind Biomedx who believe in making IVF better. Now with their own brand name, this team have been quietly powering so many advances in the fertility field for Genea (formally Sydney IVF) and their patients to routinely deliver more babies to more couples over the past 25 years.
It’s fantastic to see the brand take its first few steps this week, and like any proud “parent” we’re at pains to point out that Genea Biomedx has been one of the most popular destinations of the event.