We develop brands from the inside, out.

The Inside

Discover your brand’s reach, audience, market, purpose, and beliefs. How we develop brands is grounded in where that brand will live and who it will interact with. If you already have some of this information, we can leverage that too.

We gather and develop this foundation with:

  • Brand awareness studies
  • Audience insights
  • Market research
  • Stakeholder interview
  • Strategy & tactics
  • Positioning
  • Brand pillars


The Outside

Define the brand with a strategic identity.

If you have a brand that doesn’t properly represent your business, or you have no brand at all yet, these are things we can help you with:

  • Voice and tone
  • Expressions (tagline, key marketing points)
  • Visual identity
  • Campaign concepts
  • Copywriting
  • Brand partnership approach
  • Content strategy


Ongoing Support

If you’re the Founder of a small business, or leading a team at a larger company, we offer select clients:

  • Brainstorms & workshops
  • Strategy advisement
  • Oversight of Brand implementations

Aavia—Making Hormone Health Fun

  • Positioning
  • Brand Strategy
  • Visual Identity
  • Packaging
  • Voice and Tone
  • Expressions
  • Ecommerce
  • Copywriting
  • Photography
  • Brand Campaign
  • Content Creation
  • Positioning
  • Brand Strategy
  • Visual Identity
  • Packaging
  • Voice and Tone
  • Expressions
  • Ecommerce
  • Copywriting
  • Photography
  • Brand Campaign
  • Content Creation

Sorry, what?
We were thrilled to work with Aavia—a company founded on helping women to improve their health and wellness with a smart birth control case + hormone tracking app. As soon as we learned about the Aavia case and app, we knew one of our biggest hurdles would be communicating this novel of a product.


Key Insight

72% of women said they only miss the pill once a month.

Afterall, 72% said they only miss the pill once a month (which is why they wouldn’t need to track it).

We learned this during our Discovery phase, where we conducted surveys and interviews of prospective and existing users to develop a more intimate understanding of Aavia’s target audience.

Seeing the Big Picture
When the only qualifying question is: ‘Are you currently taking birth control?’ you quickly validate that birth control users can’t be summed up as female-identifying individuals who are trying to prevent pregnancy.

Rooted In Individual

This led us to develop a brand rooted in individualism. As these brand roots took effect, we were inspired to develop a tagline that served as a subtle push for the user.

You First

It also reinforced one of the brand’s key promises, to build its products with its users, not for them.

Brand Over Product

As a young company entering into the women’s health space, where innovation has yet to really take off, we knew it was possible, even likely, that they would have to pivot at some point in the future. Plus, if you remember, they’re a company committed to growing with their users, so if all went well, change was inevitable.

That’s why we built an identity grounded in the fundamental values the business stems from, rather than a single product.

Brand Pillars

  • Label-less
  • Smart
  • Personal
  • On a Mission

We also wanted the Aavia brand to embody the very traits that brought them to take on this challenge in the first place. 


The pill is personal, we break through those barriers. Who has time for facades?


If we could read your mind we would. Instead, we’re always thinking about what you want.


Funny, but always in a clever way.


To say what we think and do what is right when it comes to you. Try it.

Forward Thinking

Looking ahead is in our blood. We’re always working on what’s next.


We’re just trying to make your life easier.

We can’t forget, their audience grew up on texting…
We had to get their attention, explain a new product, ensure that there were no misunderstandings, and get them excited about it all. No big deal.

So when it was time to take the building blocks of the brand and begin translating it into consumer-facing elements, we wanted the voice to be as clever as it was informative. 

"I already take the pill on time."

Another interesting thing we learned in our insights phase? People think they take the pill on time way more than they actually do.

Since there’s no perfect way to tell someone they’re likely doing something wrong, our recommendation to Aavia was: be real and have fun with it.

The visual identity followed suit by leveraging playful layouts and select moments of animation to convey the spirit of the brand. Then, we set those elements against a grounded-yet-expressive color palette to reinforce the expertise and authority of their team and mission.

And as we predicted, Aavia did change. Nearly two years after we launched their rebrand, they leaned deeper into Gen Z and harder into hormones. One thing that didn’t change? Who they are and how they sound ;)

Made to Be a Movement
We positioned Aavia as a movement and what better way to spread a movement than with knowledge? We developed branded content for Aavia that would arm people with knowledge around their hormones and cycle so that they could take back control of them. We layered that knowledge with the brand’s witty tone of voice and boom: you have health blogs people actually want to read.

"4 Moods, 1 You 😅 "

What to expect as your moods change with your cycle.

"Your Cycle Can Be a Rogue Alarm Clock"

Learn how your sleep is impacted and what to do about it.

"Your Skin on Hormones"

How your skin changes with your cycle and how to fight (or embrace!) hormonal breakouts.

If you haven’t already guessed, we love working with Aavia.

Our brand is constantly evolving, but Martha has given us a strong foundation for what we want our brand to be fundamentally. Highly recommend.

Aya Suzuki, Co-Founder and CPO