This logo design project deals with the sensitive subject of how the medical industry communicates birthing options to expecting parents. A series of short films are in the process of being produced and the logo design needed to capture both aspects of “film” and “conception”. The solution was an impregnated film reel. The reel doubles as a fertilized egg with the sperm tail as the film. This is a logo where the media literally is the message. A multi-purpose sticker was also designed in keeping with the campaigns grass-roots, propaganda style approach.