Mind Over Meno
campaign case study
pH-D Feminine Health
Art Direction, Illustration, Graphic Design,
The Opportunity and Challenge
pH-D had just completed a menopause study focused on the potential benefits of creatine for symptom relief, and was preparing to launch a specially developed menopause relief product. The brand saw a major opportunity: menopause was finally having a cultural moment, with Gen X women reaching this life stage and starting conversations that previous generations avoided. But the category was crowded with misinformation, silence, and stigma. We needed to stand out, educate women, connect them to credible science, and drive meaningful product interest.
How It Played Out
The campaign launched as sort of “cousin” to our previous campaign [Raise your Vagina iQ] with the interactive quiz circulating online and through social channels ahead of the expo, continuing through and well after the event to maximize reach and data-gathering.
I wanted to introduce a character that would both drive the narrative and capture attention. Working from concept sketches with our creative director, I reimagined our original “divine feminine” as an older, more empowered version- still with signature red hair, but now styled with confident sophistication. She’s wiser, more curated, and brings a sense of self-assurance and style that celebrates this next chapter of life. Through her, we aimed to educate and empower women to see menopause as a time for renewal and self-expression, not just transition.
At the Menopause Expo, our booth activation featured the illustrated character as a centerpiece, surrounded by banners and a “Discover the Link” view-finder- where visitors could reveal key stats from the menopause-creatine study in a tactile, memorable way. The brand also hosted a medical panel, giving authority and human context to the research. At quiz completion, women received tailored product recommendations and deeper educational content.
The Resulting Success
Mind Over Meno stood apart as a fully integrated campaign. It drove strong booth engagement, built buzz online, and generated actionable insights from women navigating menopause, while supporting the launch of pH-D’s new product line. Most importantly, it created space for honest discourse, making women in this life stage feel seen, heard, and supported with credible, compassionate resources.
