Söderhavet developed the brand identity for Vie, a personalized fertility intelligence platform grounded in science and data. Founded in 2025 by Dr. Carmen Messerlian, a former Harvard professor and reproductive epidemiologist, Vie rests on a single belief: fertility is not fixed. It is a living system shaped by biology, lifestyle and environment, and the identity had to carry that conviction as much as the science behind it.

The premise reframes the category. Where fertility is often treated as a fixed verdict, Vie presents it as something that can be understood, protected and optimized. The brand translates advanced reproductive science into tools that give individuals and couples clarity and confidence, and the identity works to make rigor feel approachable rather than clinical.

The result holds science and reassurance in the same voice. A platform precise enough to be trusted and warm enough to be lived with.