Dance photography often focuses on technical perfection, but many dancers are more concerned with confidence and self-image. The challenge was to create an experience that helped every dancer feel comfortable, capable, and proud of their accomplishments.

Dance photography represents more than a portrait—it captures years of discipline, perseverance, and personal growth. The opportunity was to create an experience that celebrated each dancer's unique journey while producing images families would treasure for years.

Opportunity: Create an experience where every dancer and parent felt comfortable, confident, and celebrated.

The customer journey uncovered critical moments where thoughtful design could reduce uncertainty and strengthen trust. These insights shaped every customer touchpoint—from discovery through daily use.

View customer journey.

Women weren't looking for another supplement. They were looking for someone who understood them.

Research revealed that menopause is as much an emotional experience as a physical one. Women consistently described feeling misunderstood by partners, dismissed by healthcare providers, and overlooked by society, leaving them searching for reassurance as much as symptom relief. While hot flashes were the most frequently reported concern, anxiety and sleep disruption emerged as the symptoms with the greatest opportunity for meaningful improvement. Because no supplement can eliminate every symptom, the product strategy focused on addressing the needs we could solve while creating a brand experience that helped women feel seen, understood, and supported.

Objectives:

• Earn Trust

• Reduce Uncertainty

• Build Confidence

• Encourage Consistency

Rather than treating branding, packaging, and ecommerce as separate deliverables, every touchpoint was designed to reinforce a consistent customer experience. Four principles guided the work: Trust through transparency and credibility, Clarity through accessible education and intuitive communication, Confidence by empowering women to make informed decisions, and Consistency by delivering the same supportive experience across every interaction with the brand.

Every customer touchpoint was intentionally designed to reinforce trust, reduce uncertainty, and create a cohesive brand experience. From visual identity and packaging to Amazon, Shopify, photography, and marketing, each element worked together to support women throughout their menopause journey.

View the work

By translating customer research into a unified brand experience, the project delivered more than a visual identity—it created a scalable foundation for growth. The brand launched successfully across Amazon and Shopify with a consistent system of assets designed to educate, build trust, and strengthen customer confidence throughout the purchasing journey.

Every design decision could be traced back to a customer need identified through research.

The result was more than a supplement brand—it was an experience designed to help women feel seen.