Social · Creative · Cultural intelligence
The social and creative studio for fertility and modern family-building.
Fertility is medical. Building a family is deeply human. We work in the space between.
We combine category intelligence, cultural insight and social-first creativity to help clinics, companies and organisations earn relevance, trust and attention.
Proof / ama.-owned work · organic only
10M+
organic views
across ama. channels
2.3M
on one post
no spend, no partner
150K+
interactions
in a single month
0
paid media
every number earned
Strategy · Creative direction · Social · Campaigns · Editorial storytelling
01 / Why we exist
The science has evolved. The communication hasn’t always kept up.
Fertility organisations operate in one of the most complex and emotionally significant areas of people’s lives. Yet much of the category still looks, sounds and behaves the same — clinical language, interchangeable education, and content created to fill a calendar rather than earn attention.
ama. Studio exists to close the distance between medical expertise and human experience.
02 / Our difference
Built differently for this category.
Traditional healthcare agencies understand medical communication. General creative agencies understand culture and attention.
We understand the space between them.
ama. Studio brings together 15 years of social and creative expertise with a deeply informed understanding of fertility, reproductive health and modern family-building.
Through our sister studio, SO/IN — operating for nearly a decade — we have shaped social strategies, content and campaigns for leading international brands. Through ama., we are helping build a new cultural conversation around solo motherhood, fertility and the changing ways families are formed.
We bring those disciplines together to help clinics, companies and organisations across fertility and modern family-building become more relevant, distinctive and trusted.
- 01
Category intelligence
We understand the language, sensitivities and evolving realities of fertility and reproductive health — not simply the marketing funnel.
- 02
Cultural insight
We see family-building as part of a wider cultural shift involving identity, choice, representation and the changing meaning of family.
- 03
Social-first creativity
We create ideas designed for how people actually consume, discuss and share information — not campaigns adapted for social as an afterthought.
- 04
Human understanding
We know that communication can be medically accurate and still feel emotionally wrong. We help organisations communicate with precision, empathy and relevance.
The creative intelligence to earn attention.
The cultural understanding to build trust.
03 / Selected proof
Attention, earned organically.
A small selection of ama.-owned posts — a fraction of what we have published. No paid media, no boosting, no partnerships.
2.3M
Late-motherhood story2025
117K likes · 1,282 comments · 1,719 reposts · 11.3K shares
410K
Fertility & public figures2025
8,374 likes · 105 comments · 184 shares
201K
Donor conception story2025
31.8K likes · 668 comments · 4,073 shares
56.1K
Pregnancy loss2025
1,584 likes · 318 comments · 437 shares
TikTok
1.2M
IVF history explainerJan 2025
55K likes · 633 comments · 742 shares · 1,333 saves
912K
Solo motherhood by choiceFeb 2026
39K likes · 184 comments · 1,224 shares · 1,669 saves
753K
Surrogacy conversationJun 2024
62K likes · 318 comments · 1,579 shares · 1,781 saves
220K
Egg freezing reality checkNov 2025
9,794 likes · 57 comments · 508 saves
10M+
total organic views across ama. channels. The eight posts above account for six million of them — with zero media spend behind any of it.
04 / Practices
What we do.
Strategy & positioning
We help clinics, companies and organisations define where they belong in the category, what makes them distinctive — and why people should choose them.
Positioning, audience and cultural insight, messaging, verbal identity, brand architecture and strategic opportunity.
Social & editorial systems
We turn social from a publishing schedule into a distinctive, recognisable platform that builds authority, trust and connection over time.
Social strategy, creative direction, editorial franchises, content systems, channel planning and ongoing production.
Campaigns & launches
We create culturally relevant ideas around the moments that matter — from launching a new clinic, service or technology to communicating research, education and wider category conversations.
Campaign strategy, creative concepts, narratives, launch planning, social activations and production.
Creative direction & content
We translate complex, clinical and emotionally charged subjects into work people understand, trust and choose to engage with.
Creative direction, editorial storytelling, social content, film, photography, copy and founder-, clinician- or expert-led formats.
From defining what you stand for to creating what the world sees, we bring strategy, culture and creative execution together for the organisations shaping the future of fertility and family-building.
05 / How we work
The first ninety days.
Engagements start with a defined, low-risk beginning — so you know exactly what happens, when, and what you own at the end of it.
Audit & positioning
We review your channels, category context and competitive landscape, then define what you stand for and how you should sound.
System & creative direction
We build the editorial platform: formats, franchises, visual and verbal direction, and a production rhythm your team can actually sustain.
Run, measure & refine
We produce, publish and iterate — tracking what earns attention and trust, and evolving the system around it.
06 / Who we work with
For those shaping how families begin.
We work with clinics, companies and organisations across fertility, reproductive health and modern family-building.
- 01
Fertility & IVF clinics
Independent clinics, international clinic groups and specialist treatment providers.
- 02
Donor conception
Sperm banks, egg banks, donor programmes and organisations supporting donor-conceived families.
- 03
Fertility technology & diagnostics
Platforms, products and technologies changing how people understand, preserve and manage their fertility.
- 04
Egg freezing & reproductive health
Providers and companies supporting people across fertility preservation, hormonal health and reproductive care.
- 05
Modern family-building
Organisations working across solo parenthood, LGBTQ+ family-building, adoption, surrogacy and alternative pathways to parenthood.
- 06
Selected adjacent partners
Purpose-aligned healthcare, wellness and consumer companies with a meaningful role in the family-building journey.
Different organisations. One shared responsibility: communicating with clarity, intelligence and a deeper understanding of the people they serve.
07 / Founder & experience
15 years of creative experience. A deeply personal understanding of the category.
Melanie · Founder, ama. Studio
Social strategist, creative director and founder.
Melanie is a social strategist, creative director and founder. For nearly a decade, her sister studio SO/IN has developed strategies, campaigns and content for leading international lifestyle brands.
Her own journey through fertility treatment, donor conception and solo motherhood led her to create ama. — and revealed a wider industry opportunity: extraordinary medical expertise is too often translated into communication that feels generic, culturally disconnected or emotionally wrong.
ama. Studio brings these worlds together: established creative expertise and a deep, lived understanding of fertility and modern family-building.
- 15 years of social and creative expertise
- Founder of SO/IN — nearly a decade of international work
- Founder of ama.
- Based in Switzerland. Working internationally.
Built from lived experience — and backed by 15 years of creative expertise.
Let’s create work this category deserves.
If you’re building, launching or rethinking something in fertility, reproductive health or modern family-building, let’s talk.
Based in Switzerland. Working internationally.
Start a conversation →
Tell us briefly about your organisation, what you’re working on and where you think ama. Studio could help.