Well Woman
Self care is IN. Social media influencers posing as mental health experts? OUT.
Problem
Well Woman is a community circle founded by social worker Ayanna Dowe. After dealing with her mental health struggles and navigating single-parenthood, Ayanna started a community support group for women in Charlotte, North Carolina. Once she saw how coming together for healing and sisterhood changed the lives of the women in the group, Ayanna knew she had to turn her work into a movement. But, how do you break through the noise when self-care tik-toks and mental health influencers are everywhere?
Solution
During the strategy session, we asked the question “what does it mean to be well? Together, we defined wellness as the ability to live a full and authentic life.
My design approach was to create a modern brand that felt relatable and authentic. When scrolling self-care pages on Instagram, you’re met with a wash of beige, unrealistic morning routines, and influencers (rather than professionals). Instead of putting a filter on the realities of life, we choose to embrace authenticity. With deep browns, soothing lavender, and not so pretty greens, we honored that healing is an ongoing journey, not a pretty destination.
How I Helped
Vision Facilitation
Brand Strategy
Creative Direction
Brand Identity
Website Design
Service Design