I started by creating the Lilia brand identity – editorial, bold, feminine, with a subversive streak. Lilia’s overarching visual direction combines the ideas of the natural female body and its science. This is paired with a luxury, editorial feel produced by powerful images of women, with a touch of rebellion. Viewers should be intrigued and captivated by Lilia, like one would be by a fascinating empowered woman. Lilia’s official logo is designed to be bold and iconic, pulling inspiration from luxury brands like Chanel while adding a soft element.

I art directed and produced the brand imagery for Lilia, including on-figure and off-figure shots by Mark Binks. We selected five of Lilia's customers to star as faces of the brand in a photoshoot in Toronto, which I directed remotely from Florida.

I led creation of landing pages, wireframes, and growth experiments to test product features with prospective customers.

We then developed an MVP dashboard, collaborating with our engineering team. The Custom Plan product featured top clinics for users to choose from for their freezing procedure, all-in cost calculations factoring in their insurance, reliable clinic reviews, and 1-on-1 customer support.

I built a flexible design system that translated across product, marketing, and social media for Lilia. As a pioneer in egg freezing, Lilia was the perfect project to understand more about what women want out of health care. I learned that:

1. Healthcare is personal - especially for women.
2. Designing in health can be extremely powerful and habit-changing.
3. Listening to your users is key when creating new features. Our tight feedback cycle enabled rapid iteration.