Intro
Wisp is a sexual and reproductive healthcare company making care more accessible, discreet, and consumer-friendly. I joined as the founding designer and later became Design Director, leading an in-house rebrand to help the company feel more legitimate, approachable, and built for growth.
The early work focused on the foundation: clarifying the brand strategy, refining the logo, evolving the color and typography system, and creating a visual language that could scale across web, email, social, paid, and product storytelling.
Creative system
As the brand system took shape, I expanded it into a proprietary image library and cross-channel creative system. I planned and directed three photoshoots, delivering 300+ assets that gave Wisp a more ownable presence across product pages, lifecycle emails, social, paid media, and launch campaigns.
This gave the team a flexible library of product, lifestyle, and campaign imagery that could support new launches, education, trust-building, and conversion-focused moments.
Growth system
From there, I focused on growth surfaces: product pages, checkout, lifecycle emails, paid ads, and campaign templates. I redesigned key product and checkout flows, helping reduce checkout bounce by 17%, and built Wisp’s first modular email system in Figma across 13 flows and 41+ emails.
The new lifecycle system helped grow monthly email revenue from roughly $27k to $130k+, while the toolkit gave the team more control, faster production cycles, and a more consistent brand experience across campaigns.
Impact
The rebrand helped Wisp become more trusted, more recognizable, and easier to scale. Customer success messages questioning brand legitimacy dropped 67%, key pages saw a 19-point Google Lighthouse performance increase, and monthly email revenue grew by roughly $76k.
Beyond the numbers, the work created a stronger foundation for a fast-moving consumer healthcare brand: clearer storytelling, more ownable visuals, better conversion paths, and systems the team could keep building on.