Veya Fertility

Bridge Clinic London is a family-run fertility clinic with Nigerian roots and thirty years of fertility care behind it, first in Lagos and now in London. Its founder, Dr Richard Ajayi, and his family had spent those years caring for African, Caribbean and South Asian families, the people mainstream fertility care was rarely designed around.

In a London market full of similar-looking clinic brands, that difference didn’t show. The clinic asked Outfly to rebuild it from the ground up: a brand strategy, a new name and identity, a new website, the tracking to measure it and the marketing to launch it.

We started with a Brandscape workshop at the clinic with its leadership team, then turned it into a brand strategy built around five audiences: couples for whom parenthood carries real cultural expectation, couples weighing every decision against cost, solo mothers by choice, younger people thinking about egg freezing or a fertility check, and LGBTQ+ families who need specific pathways. Each one hesitates at a different point on the way to treatment, so the strategy sets out what each needs to hear to take the next step.

We then scored London’s fertility clinics on the two things the workshop showed mattered most: genuine cultural competence, and care across the whole journey rather than a single cycle of IVF. None of them scored highly on cultural competence. That open space became Veya’s position, fertility care built for you, not adapted for you, with the sign-off “With you, all the way”. A go-to-market strategy followed, covering market sizing, competitor pricing, keywords, channels, offers and the launch campaigns.

We named the clinic Veya, from the Latin via, the way: a route walked with someone who knows it. The identity puts a small terracotta dot inside the “a” of the wordmark, and it returns across the brand as a seed, a sun and a full stop. A warm palette of deep teal, sage, terracotta, coral, moss and sunflower on cream, a serif paired with a humanist sans, soft painted motifs and two illustration styles, one emotional and one medical, make Veya warm first and clinical underneath, from the website to the clinic’s reception wall and street gates.

We designed the website in Figma and built it in Webflow on a full design system, with colour and type tokens, responsive breakpoints and reusable components, so the clinic’s team can add pages and content without a developer. Every treatment has its own page, from fertility assessments and IVF to egg and sperm freezing, IUI and donor and family-building, each walking through the steps involved, roughly how long each takes and what it costs.

Fertility prices are hard to compare, because headline figures often leave out medication and fees, so every Veya price is published in full on its own page. Behind the pages sit structured data for a medical clinic, FAQs marked up for search engines and AI answers, redirects from the old Bridge domains, and cookie consent working with Google Tag Manager and Google Analytics. Every enquiry and booking form now passes the clinic’s CRM the channel that brought the person in.

Outfly took thirty years of caring for our families and made it visible. The brand and the website finally say who we are for, and ten times as many people now book a first consultation with us.

Dr Richard Ajayi, Founder & Medical Advisor, Veya Fertility

Since the rebrand launched, Veya’s free consultation bookings have grown from about one a week to around one and a half a day, ten times as many. We ran the growth work as an Outfly Track engagement, our growth service that takes a business from strategy to live marketing and then keeps it running month to month.

The bookings come through the routes we built. Paid social ads land on a page made for each audience, from a simpler IVF pathway to egg freezing for people planning ahead and a plain-English page on what IVF costs in London. Each one leads to the same first step, a free 15-minute consultation with a Fertility Specialist, with the price of everything after it already published. Other bookings arrive straight from the site, from Google and from ChatGPT answers, and we tuned the booking calendar so it works on iPhones and inside Instagram and Facebook’s in-app browsers.

We also filmed Dr Ajayi answering the questions people ask before treatment, and cut the shoot into 30 short videos now publishing on TikTok and YouTube, with Instagram and Facebook to follow, alongside the regular organic posts. The appointment emails we designed confirm, reschedule and remind every booking.