Creative Direction
Femetry is a supplement brand designed to support individuals suffering from Interstitial Cystitis/Bladder Pain Syndrome (IC/BPS).
What I Did
•Led a creative team to launch the brand
•Oversaw design of the website
•Art directed the brand’s first photo & video shoot
•Led development of the brand guide & branded packaging
•Wrote creative briefs and managed UGC creation
•Guided brand look and feel in video content
Femetry website launch
Femetry brand moodboard
Femetry launch email + post purchase emails
Brand Launch
The brand was launched with 3 products, designed to be taken as a bundle. In order to launch the brand, it required design of a new website, setup of social media channels, creation of branded packaging and informational inserts, a brand guide, email journey, and content creation to inform and inspire customers on their IC journey.
Content Strategy
I helped define a content strategy that prioritized Instagram and TikTok to reach a younger, digitally active audience. We created empathetic, educational content supported by bi-monthly blogs, webinars with the Interstitial Cystitis Association, and insights from our scientific consultants. I also wrote creative briefs and managed UGC production to build community and position the brand as a trusted authority.
Branded Packaging
The bundle packaging included a guide to Interstitial Cystitis with basic information about the condition as well as diet and lifestyle tips for symptom management, a symptom journal, and a guidebook with more detailed information on how to take the supplements for best results.
Additional Creative Credits: Ashley Henderson, graphic design; Keyoka Kinzy, copy; Soona LA, photography.
