Responsibility
Senior Brand Experience Designer
Wellster Healthtech Group
2021 - 2025
Summary
MySummer, a female health brand and GoSpring, a male health brand from Wellster, bring empowerment towards sexual healthcare. The goal to build brand awareness and reach new customers was taken on by pitching inclusive campaign concepts.
Challenge
In interviews, existing users reminisced about previous advertisements because of their bold approach. The business challenge was insufficient acquisition of new customers since adopting conservative concepts. I hypothesized that pushing campaign concepts to challenge status quo would meet new business goals.
Solution
To expand the brand's reach, I proposed integrating modern societal values into campaigns. Concepts were pitched that embraced contemporary thinking and social considerations. The main theme was inclusivity, with sub-themes of body positivity, female empowerment, and reshaping gender norms for progressive communication.