Intro
Wisp is a sexual and reproductive healthcare company making care more accessible, discreet, and consumer-friendly. I joined as the founding designer and later became the Design Director, partnering with the founders to build the brand from zero.
The challenge was clear: make a sensitive healthcare experience feel legitimate, approachable, and built for growth. I helped shape the brand strategy, identity, digital system, art direction, lifecycle program, and campaign toolkit across web, email, paid, social, and product storytelling.
The result was a more trusted, ownable, and scalable brand system that improved checkout, grew lifecycle revenue, and gave the team a more consistent way to launch across channels.
Creative system
The rebrand created a stronger foundation for trust, recognition, and scale. I helped clarify the strategy, refine the logo, evolve the color and typography system, and create a visual language that could stretch across brand-building and conversion-focused moments.
As the system took shape, I expanded it into a proprietary image library and cross-channel creative system. I planned and directed three photoshoots, partnering with agency, production, and internal stakeholders across product, lifestyle, and campaign needs.
This gave the team a flexible content system for product launches, education, lifecycle emails, social, paid media, and trust-building moments, without relying on generic stock imagery or one-off creative.
Digital growth system
From there, I focused on the digital surfaces that shaped the customer journey: product pages, checkout, lifecycle emails, paid ads, social, and campaign templates.
I redesigned key product and checkout experiences to make sensitive healthcare purchases feel clearer, easier, and more trustworthy. The work included stronger product storytelling, simplified page structure, improved visual hierarchy, rebranded product imagery, and a more intuitive checkout flow.
As Wisp scaled, lifecycle became one of the brand’s most important growth channels. I set the creative direction for a full email overhaul, helping the team move faster while creating a more consistent customer experience across education, retention, and product launches.
Impact
Reduction in checkout bounce
Monthly email revenue growth
Drop in customer questions around brand legitimacy
Google Lighthouse performance increase on key pages
Proprietary photo assets created across three photoshoots
67%
Drop in customer questions around brand legitimacy
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.