Creative Direction
Femetry is a supplement brand designed to support individuals suffering from Interstitial Cystitis/Bladder Pain Syndrome (IC/BPS). As the Creative Director at LifeSeasons, I played a pivotal role in the brand's launch by overseeing the design and development of its website, creating educational materials for the customer service team, and art directing a product photo shoot. I led the creative team in producing the brand guide, enhanced packaging, inserts, emails, social media, and blog content. Additionally, I collaborated with an agency to generate User-Generated Content (UGC) and worked with the Interstitial Cystitis Association to host live Q&A sessions with formulation partners Drs. Karyn Eilber, Victoria Scott, and Jennifer Anger.
We chose teal as the cornerstone brand color, symbolizing Interstitial Cystitis awareness. The design approach was carefully crafted to evoke a sense of calm, soothing, and cooling, recognizing that these customers often experience burning pelvic pain, insomnia, and mental health challenges. The brand voice was developed to convey compassion and approachability while maintaining a tone of scientific authority.
Additional Creative Credits: Ashley Hernandez, design; Keyoka Kinzy, copy; Soona LA, photography.
