Design agency Silk Pearce has helped the London Sperm Bank with a striking new visual identity as part of its rebrand aimed at increasing the number of donors at its Harley Street Clinic.

The objective of the rebrand was to assist the clinic with the recruitment of new donors. There is currently a massive shortage of donors in the UK. The number of donors have fallen by 80% over the past 15 years, going from 9,000 in 1992 to only 1797 in 2007.

The London Sperm Bank was formed from the merger of two existing brands, the Louis Hughes Sperm Bank, established in 1976 and the bank at the London Women's Clinic. Both clinics were based in London's Harley Street, London. The new brand will campaign for new donors partly as a result of the British Fertility Society's call for clinics to work harder in creating campaign dedicated to address the national donor shortage

The brand transformation includes new signage, websites and stationary and precedes a a major advertising campaign on London Underground and in men’s lifestyle magazines.