One of the fun things about working for startups is that sometimes your former colleagues go on to create incredible companies of their own. That’s the story of Sprout. Two former members of the Properly team joined forces to create Canada’s first fertility and family-building benefits platform. Many people across the country need support to create and grow their families and Sprout makes accessing this crucial, emotional, and highly sensitive care so much easier. After a couple of years in business, the team decided it was time to refresh their brand to better reflect the confident, informed, empathetic, and deeply human nature of their work. I wrote the words in close collaboration with the team’s CEO, Jackie, and Design Lead, Tori.