Get to know Shiva Price, the mind behind our design
The Fertility Center of Las Vegas (FCLV) is more than just a world-renowned fertility clinic. It’s a thoughtfully crafted Oasis of Hope for individuals and couples pursuing their dream of having a family. Every detail, from our brand identity to the physical space you walk through, is infused with compassion and care. Behind this vision is the remarkable creativity and leadership of Shiva Price, our Vice President of Global Operations.
From vision to reality: Shiva’s role in evolving the FCLV experience
Shiva has been a part of our Las Vegas fertility center story since 2006. During this time, she has guided business development and played an integral role in how patients experience our clinic—visually, emotionally and physically.
A brand rooted in hope and healing — and a patient’s words
In 2018, Shiva led a transformative rebranding of FCLV. One glowing patient review described the clinic as an “Oasis of Hope.” This phrase resonated deeply with our team and became the foundation for our brand direction.
As the rebrand took shape, Shiva oversaw the creation of a new logo to visually embody this message. The symbol is an abstract illustration of water encircled by four desert mountains. This imagery represents fertility and refuge amid the challenges of infertility. Set within a location pin, the logo reinforces FCLV as a global destination for pioneering fertility care.
“We wanted our brand to feel like a calm and beautiful destination — because for many of our patients, FCLV is their final stop after a long road of challenges,” Shiva Price says. “Every element of the design was intended to say, ‘You’re safe here. We’ve got you.’”
From the logo and color palette to the website and every piece of marketing collateral, Shiva carefully directed every aspect of the rebrand. The result? A refreshed identity that speaks to the heart of our mission, which is to support hopeful parents on their journey to parenthood.
Designing a real-life oasis
In 2023, our Las Vegas fertility center opened the doors to its new, state-of-the-art facility. The new facility was another passion project led by Shiva. This time, she transformed not just the look, but the feel of the patient journey through architecture and design.
From site selection and architectural planning to every interior and exterior design detail, it was a three-year development process. Shiva managed it all to ensure the new building was both beautiful and met the needs of our physicians, embryologists and patients.
Her goal was to bring the Oasis of Hope to life in a tangible, physical space.
What makes this building unique isn’t just its aesthetics. It’s the intentionality behind every detail. Shiva thoughtfully considered patient flow, privacy, accessibility and even the location of every electrical outlet to ensure patient comfort and seamless day-to-day care.
“Designing a building isn’t about walls and furniture. It’s about how people feel when they walk in,” she explains. “My goal was to create a space where hope feels tangible the moment you arrive.”
Where comfort meets clinical excellence
The brand and building that Shiva Price has brought to life are more than just beautiful. They’re an extension of our promise to be an Oasis of Hope to every patient facing the uncertainty of infertility.
Las Vegas may be a desert city, but here at FCLV, we’ve created something lush, nurturing and deeply supportive. Our doctors and staff are here to walk with you every step of the way.
If you’re beginning or continuing your fertility journey, we welcome you into a space that has been intentionally designed to comfort and care for you at every step. Contact us to learn how our experienced team can help you achieve your dream of parenthood.
To learn more about our journey and milestones, visit The History of FCLV.
