company

Ritual 

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brief 

After building trust with bestselling prenatal multivitamins, Ritual was ready to launch in a new need-state: fertility. We needed an identity that communicated the credibility of our science-backed support in a memorable way. ​​

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solution

The fertility journey is vulnerable. As a result, existing messaging around fertility support felt precious, pitying, and glum. ​In short: no one was talking about sex. Which (cough, cough) is a pretty big part of fertility. 

I led verbal strategy, and executed copy for assets across a 360 rollout that included OOH, paid, site, social, email, display, e-commerce, and a community event. ​​