Developing the brand identity, email campaigns, and marketing assets to strengthen brand presence, drive customer engagement, and boost conversions.
$50k
Top Single Campaign Value
+119%
Email Recipients
+141%
Email Campaign Revenue
Role
Products
Duration
Aletha Health, a growing health and wellness brand, faced challenges in establishing a consistent and impactful brand identity while also driving effective marketing campaigns. Their branding needed refinement to better reflect their values, appeal to their target market, and set them apart from competitors. Additionally, their marketing efforts, especially email campaigns and ads, lacked cohesion and personalization, leading to missed opportunities for deeper customer engagement and higher conversion rates.
BEFORE
I led a comprehensive branding and marketing overhaul for Aletha Health, focusing on both strategic and creative aspects. By researching market trends, competitor approaches, and best practices, I created a refreshed brand identity, redesigned key assets, and optimized the customer journey through email marketing and advertising campaigns. This holistic approach ensured that Aletha Health’s brand not only looked professional but also communicated directly with their customers in a personalized, results-driven way.
AFTER
The design approach I adopted:
01
Research
Stakeholder Interviews
Competitor Analysis
Internal Review
02
Define
Understand Problem
Define Project Goals
Expected Methods
03
Design
Branding + Identity
Design Iterations
04
Evaluate
Implementation
Customer Data
Recommendations
To understand where Aletha Health stood and how to position them for success, I conducted an in-depth market and competitor analysis. This included assessing the strengths and weaknesses of their current branding, as well as researching popular industry trends and best practices. Through this analysis, I identified opportunities to differentiate Aletha Health from competitors and areas where the brand could innovate and stand out.
By evaluating customer sentiment and studying top-performing brands in the health and wellness space, I gained insights into what resonates with their audience and where Aletha Health could excel.
Based on the research, I defined key strategic goals for Aletha Health’s branding and marketing efforts. This included creating a refined brand message that aligned with the company's mission, vision, and values, while also appealing to their target demographic. I developed brand guidelines for consistent usage of the logo, color palette, typography, and imagery. The new guidelines set the foundation for a professional and cohesive brand identity that would resonate across all marketing channels.
Additionally, I worked with Aletha Health’s marketing team to define an email marketing strategy that segmented audiences based on behavior and engagement levels, enabling more personalized messaging.
01
refine brand message
to ensure the brand message aligns with the target market
02
unify brand presence
to strengthen recognition and build trust across all channels
03
for improved engagement, clarity, and brand consistency
In the design phase, I focused on executing the newly defined brand strategy through several key elements:
Logo Redesign: I updated the company logo with a subtle variation that retained its original identity while providing a fresher, more modern look. This adjustment ensured the logo maintained recognition while signaling the brand’s evolution.
Brand Guidelines: I created a comprehensive set of branding guidelines, ensuring consistent application across all touch points, from digital marketing to packaging.
Email Marketing Design: I led the design and review process for email marketing, creating a responsive email template that adhered to the new brand guidelines. I also designed specific email assets for educational purposes, including anatomy graphics, enhancing the customer experience and driving value through well-crafted, informative content.
Email Flows: Working with the marketing team, we redefined the email journey by designing pre-purchase flows, post-purchase flows, and abandoned cart flows. This optimization was aimed at improving customer retention and conversion rates.
Email Pop-up: I designed various email pop-ups for the website, including offering a free product sample with sign-up, to capture customer information and grow the email list. We then segmented subscribers into cohorts for targeted, personalized email campaigns based on their preferences and behaviors.
Advertising Assets: I designed digital and TV ads that balanced clean, professional aesthetics with bold, compelling sales language. Working closely with the marketing lead, I created ad content that highlighted product benefits, incorporated credible press mentions, and utilized science-backed language, while strategically leveraging attention-grabbing messaging for special events and holidays to maximize impact.
To measure the success of our efforts, I closely tracked performance metrics across all channels. The results of our work were overwhelmingly positive:
Email Campaigns: We saw significant year-over-year improvements in email performance. Open rates, click-through rates, and conversion rates steadily increased, with a noticeable lift in engagement during special events, sales, and holiday promotions.
Advertising Campaigns: The ads I created for Google, Facebook, Instagram, and TV delivered strong results, including high conversion rates, increased click-through rates, and a solid ROI. The strategic use of imagery, benefits-focused messaging, and a clear, professional tone resonated well with Aletha Health’s target market.
Product Manuals: The new product manuals, used in both packaging and email follow-ups, contributed to higher customer satisfaction and retention. Customers appreciated the educational approach, which helped them use the products more effectively and feel more confident in their purchases.
showing data from the first two email sends after the new designs were implemented
By bridging the gap between clean aesthetics and effective marketing, I was able to create a brand identity and marketing strategy that both preserved the integrity of Aletha Health’s vision and delivered tangible business results.
+23%
Total Annual Business Revenue
$50k
Top Single Campaign Value
+119%
Email Recipients
+141%
Email Campaign Revenue
The comprehensive rebranding and marketing strategy delivered measurable results:
A refined brand identity that positioned Aletha Health as a credible, professional, and trustworthy brand.
Increased email engagement with targeted flows that catered to specific customer needs, resulting in higher conversion rates.
Highly effective ads with optimized imagery and messaging that not only improved click-through rates but also enhanced the brand’s visibility and trustworthiness.
Personalized customer experiences through segmented email campaigns, leading to stronger relationships and repeat business.
A cohesive brand presence across all touch points that fostered brand recognition and loyalty.
This project was a great example of how thoughtful branding and data-driven marketing strategies can work together to drive success, and it was incredibly rewarding to see these efforts make a direct impact on Aletha Health’s growth.
