Carrot Fertility
Carrot started as a response to a personal difficulty with global implications. When CEO Tammy Sun sought egg-freezing services for future family planning, she found herself in a complex, expensive process not covered by her employer's health plan—a situation that places necessary care out of reach for most people.
We provided
- Brand + Design
- Product + Engineering
- Intellectual Property
- Finance
- Recriting
Fertility and family-building care for everyone
Founded in 2016, Carrot's mission is to ensure that every person, regardless of their circumstances or journey, has affordable access to fertility care and family-building support. It's precisely the sort of grounded, impactful challenge that appeals to us at All Turtles, and our expertise in product and brand development has been a perfect fit for Carrot's evolving needs.
Together, All Turtles and Carrot created a brand that solidifies their position as the leading global fertility and family-building platform. Today, millions of members around the world trust Carrot for personalized and inclusive care in 130+ countries with 10,000+ eligible providers.
A fertility care platform that stands above the rest
In 2022, we helped Carrot revisit their brand in the face of a rapidly changing and increasingly crowded industry. Carrot wanted to double down on their visionary blend of science-driven outcomes and a caring, compassionate approach that makes these outcomes accessible to everyone.
We leaned into Carrot's mission of supporting every journey, from egg and sperm freezing to IVF, gestational surrogacy, adoption, gender-affirming care, and menopause. Carrot members and their stories became a key focus of the brand, with website and marketing materials showcasing real Carrot members and highlighting the industry-leading and life-changing results they received.
Supporting every person, on every journey
With All Turtles' help, Carrot re-established itself as best-in-class and clearly differentiated from their competitors. We created a bold visual language that speaks to Carrot's human and data-driven nature, using striking colors, a strong typeface, and compelling compositions.
Carrot's brand messaging, positioning, and story showcase their scientific authority and clinically validated approach to fertility and family-building, but also represent the approachable values that set Carrot apart.
Instead of a one-size-fits-all approach, Carrot provides access to inclusive, personalized care based on an individual’s unique needs to achieve the best outcomes.
That same blend of clinical rigor, data-driven insights, and personalized care drove another collaboration between All Turtles and Carrot beginning in 2025. A cross-disciplinary team of experts from both companies partnered to design and launch Sprints—a metabolic-fertility health program that helps members improve outcomes by addressing the underlying fundamentals of nutrition, movement, sleep, and stress management.
To succeed, product strategy had to merge with UX, brand, and content design to translate a clinically complex, multi-factor program into an easy-to-use, motivating, and visually compelling app-based experience.
Together, we built an end-to-end experience that inspires trust by balancing scientific rigor with human warmth. Sprints explains the science simply and provides a personalized plan, ensuring members feel confident, understood, and ready to take action.
