firstflight
Genie
Genie ↗ is a groundbreaking diagnostic platform using menstrual blood to assess the health of the uterus and improve fertility outcomes. Founded by a team of scientists and clinicians, Genie is on a mission to close the diagnostic gap in women’s reproductive health — turning a long-overlooked biological sample into one of the most powerful tools in fertility science.
Anoushka and the team at Genie approached us to build a brand and website that would feel both deeply credible and emotionally resonant. They wanted to communicate the science in a way that felt beautiful, warm, and empowering — earning the trust of IVF clinics, investors, and trial participants alike. Over an intensive design sprint, we defined their brand identity, crafted a visual language blending science and humanity, and launched a web presence that now anchors their next phase of growth.
Genie ↗ is a groundbreaking diagnostic platform using menstrual blood to assess the health of the uterus and improve fertility outcomes. Founded by a team of scientists and clinicians, Genie is on a mission to close the diagnostic gap in women’s reproductive health — turning a long-overlooked biological sample into one of the most powerful tools in fertility science.
Anoushka and the team at Genie approached us to build a brand and website that would feel both deeply credible and emotionally resonant. They wanted to communicate the science in a way that felt beautiful, warm, and empowering — earning the trust of IVF clinics, investors, and trial participants alike. Over an intensive design sprint, we defined their brand identity, crafted a visual language blending science and humanity, and launched a web presence that now anchors their next phase of growth.
Company stage
Seed
Time to first designs
3 days
Industry
Femtech / Diagnostics
Length of partnership
3+ months
Services provided
Brand Design
Web Design
Strategy
work
SECTION 01
a final note
SECTION 02
Words from Genie
Words from Genie
At FirstFlight, I’m working to bring founders’ visions to life in a way that feels like magic. There’s nothing quite like the moment when a founder finally sees an idea that lived only in their head turns into something real. That’s the feeling I chase every day. Design has always been about imagination, but now, with the power of AI, that gap between vision and reality has never been smaller. Before a single line of code is written, we can turn a foggy idea into something clear, tangible and full of momentum. That’s what FirstFlight is all about: helping ambitious people turn belief into something the world can see.
At FirstFlight, I’m working to bring founders’ visions to life in a way that feels like magic. There’s nothing quite like the moment when a founder finally sees an idea that lived only in their head turns into something real. That’s the feeling I chase every day. Design has always been about imagination, but now, with the power of AI, that gap between vision and reality has never been smaller. Before a single line of code is written, we can turn a foggy idea into something clear, tangible and full of momentum. That’s what FirstFlight is all about: helping ambitious people turn belief into something the world can see.
Anoushka Menon
Anoushka Menon
Founder, Genie
Founder, Genie