Founding Designer to Design Director
Wisp
2020 to 2022
Build the brand from zero and scale it across growth
Brand strategy, identity, art direction, web, lifecycle, and campaigns
Building trust into a new kind of healthcare brand.
I joined Wisp as its founding designer and grew into Design Director, partnering directly with the founders to build the brand from zero. The system had to make sexual and reproductive care feel legitimate, approachable, discreet, and ready to grow.
I shaped the strategy, identity, digital system, art direction, lifecycle program, and campaign toolkit across web, email, paid, social, and product storytelling.
One system had to earn trust and keep pace with growth.
One system had to earn trust and keep pace with growth. I clarified the strategy, refined the identity, and created a visual language that could stretch from brand-building to high-intent conversion moments.
Photography made the system feel human, credible, and ownable.
Photography made the system feel human, credible, and ownable. I planned and directed three shoots across lifestyle and product, partnering with agency, production, and internal teams to build a proprietary library for launches, education, lifecycle, social, and paid media.
Brand decisions had to work where customers chose whether to trust, buy, and return.
Brand decisions had to work where customers chose whether to trust, buy, and return. I redesigned key product and checkout experiences to clarify sensitive healthcare purchases through stronger storytelling, simpler structure, and a more intuitive path to conversion.
As Wisp scaled, I set the creative direction for a lifecycle overhaul that helped the team move faster while giving education, retention, and product launches a more consistent customer experience.
Impact
The rebrand helped Wisp become more trusted, more recognizable, and easier to scale. Beyond the visual identity, the work connected brand, digital, lifecycle, and campaign systems into a more cohesive customer experience.
