Over the past 50 years, global male fertility has declined by almost 60%. The startup SwimClub, created with the participation of Stanford specialists, has introduced a product that can change the situation. The supplement is undergoing clinical trials and works at the cellular level. After three months of regular use, sperm count increases and the overall condition of the reproductive system improves.
The project originated in the venture studio Squared Circles in collaboration with Dr. Michael Eisenberg from Stanford. The goal is to eliminate the causes of fertility decline by targeting oxidative stress, cellular energy production, and spermatogenesis processes. Production is based in the United States at FDA and cGMP-certified facilities, where each batch undergoes laboratory testing.
To emphasize an open and bold approach, the team moved away from standard medical aesthetics. The Brooklyn-based studio CENTER developed the identity. The visual style is based on the idea of a swimming pool and genetic code, combining the images of physical activity and scientific precision. This combination formed the brand’s modular structure, including the logo, typeface, and icon system.
The SwimClub logo resembles IBM’s classic design. Heavy rectangular shapes form the letters and dominate across all media, from packaging to outdoor advertising. This visual technique carries an ironic tone, especially for a product related to male fertility, and thus draws attention without being overly serious.
The identity conveys an energetic, confident tone for the brand, which has found a new way to approach male infertility and established a strong position in a field traditionally focused on women.