The Challenge pH-D Feminine Health needed to enter the competitive menopause supplement market with a creatine-based product backed by emerging research. The science was new, the category was crowded with established players, and we needed to build consumer trust while standing out at major retail and trade shows.

My Role Art Director responsible for campaign visual identity, proprietary illustration system, packaging and product photography art direction under Creative Director Sonia Acosta.

The Approach The creative strategy built on our "Raise Your Vagina IQ" campaign [see here], evolving the brand's established voice for a woman in a new life stage. This isn't about surface-level empowerment language- it's about a woman with decades of experience making informed choices about her health. She's confident, discerning, and leveraging science in ways previous generations couldn't access.

I developed this woman through a series of illustrations, ai generative concepts to bring her to life as the representative woman for this campaign. For the quiz that was meant to educate and point customers to which product would be best for them, I created a custom illustration system that made complex cognitive benefits feel accessible without being patronizing or clinical. The illustration and campaign images became the visual anchors across the campaign with trade show materials, and digital education tools—creating instant brand recognition in a category dominated by sterile medical aesthetics.

For packaging and product photography, I designed a package that incorporated it’s own color systems, kept the brand block recognizable, clean, but added a callouts and benefit block with a supporting icons that will help it stand out on shelf above the shelf lip. Then art directed shoots using very technical lighting that makes inexpensive white plastic packaging feel premium and lifestyle context images that help reinforce the positioning: premium, science-backed health that feels personal, not pharmaceutical.

The Impact Campaign launched at the Menopause Society show in 2025 and supported retail expansion into Walmart and CVS. The illustration system became foundational brand assets for the menopause product line and informed visual direction across pH-D's category expansion.