Alloy Brand Book + Launch Creative
Brand Ideology | Brand Voice | Brand Strategy | Brand Identity | Creative Direction | Content Strategy | Creative Process | Org Design
When I collaborated with Co-Founders and Co-CEOs Anne Fulenwider and Monica Molenaar and partnered with Design Director Lauren Cameron to start building the Alloy brand, we knew a few key things: first and foremost, menopause was a silent category, and we were determined to create something that had never existed before: a healthcare platform and product that treated women the way they deserved to be treated. We crafted a brand that was designed to break the silence with straight talk, science-backed solutions, and genuine respect. We began with a voice conceived around honesty, humor, and empathy. What unfolded from there was a brand that fundamentally challenged the way women's health brands communicate and changed the narrative around menopause and hormones.
After the soft launch, Anne and Monica brought me back to help them build their first creative team, roll out the creative process, establish executional style guides across all channels, and bring the brand to life via original creative and content. To this day, the brand is defined by a unique blend of powerful storytelling, frank talk, and common-sense solutions around women's health and wellness…always striving to provide empathy and dignity for women in this stage of life. The result: A real-world, tangible expression of the Alloy Brand.
Packaging
Social Media
Site Launch
Email Campaigns
