GO TO: hellobonafide.com ⸻
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Five years ago, Bonafide Health embarked on a mission to revolutionize women's healthcare by offering non-hormonal, scientifically validated remedies for a variety of everyday symptoms. Five years, $70 million in annual revenue, and over 660,000 helped women later; their journey took an exciting turn with the $425 million acquisition by Pharmavite. I am proud to have joined them on this journey with a full spectrum of creative services. From launch to acquisition, my contributions included but were not limited to creative direction, strategy, concepting, design, and development of a wide range of digital and print assets for both consumers (B2C) and healthcare providers (B2B). Here are a few examples showcasing the impact of my contributions.
Services
Multichannel CampaignsOrganic & Paid SocialEmailSMS/MMSDirect ResponsePackagingCollateral DesignUser ExperienceInformation DesignB2C / B2B
5
years of services
6
Product Launches
12
Annual campaigns
750+
creative assets
$70m
Im sales, year 5
$425m
Acquisition Price
bonafide health ⸻
creative strategy and connected campaigns ⸻
At the time of acquisition, Bonafide relied heavily upon monthly connected campaigns to acquire, retain, and grow sales and customer relationships. Campaigns featured a mix of promotional strategies, including product discounts, upsell/cross-sell, reward offerings, seasonal promotions, sweepstakes, and informative content. Each campaign was delivered with a campaign strategy/guide to ensure smooth execution by both internal and external teams, including vendors. See below for an example.
summer promotion campaign
Intro Email
Supporting Email
Final Hours Email
Shared Local Media, Direct Mail
Shared Local Media, Direct Mail
Main Promotional Post
Supporting Carousel
additional campaigns
A branded identifier was designed for Bonafide's exclusive ("Insider") customers.
A branded identifier was designed for the Bonafide's exclusive ("Insider") customers.
Insider Welcome Email
Insider Midpoint Email
Insider Final Email
Insider In-Email Upsell
Insider MMS A
Insider MMS B
Intro Email
Final Hours Email
Intro Email
Final Hours Email
Organic Social Intro Post
Follow-Up Carousel
Follow-Up Carousel
Follow-Up Carousel
Follow-Up Carousel
Bonus Week Web Hero
At the time of acquisition, Bonafide relied heavily upon monthly connected campaigns to acquire, retain, and grow sales and customer relationships. Campaigns featured a mix of promotional strategies, including product discounts, upsell/cross-sell, reward offerings, seasonal promotions, sweepstakes, and informative content. Each campaign was delivered with a campaign strategy/guide to ensure smooth execution by both internal and external teams, including vendors. See below for an example.
summer promotion campaign
Intro Email
Supporting Email
Final Hours Email
Main Promotional Post
Supporting Carousel
Shared Local Media, Direct Mail
Shared Local Media, Direct Mail
additional campaigns
A branded identifier was designed for Bonafide's exclusive ("Insider") customers.
A branded identifier was designed for the Bonafide's exclusive ("Insider") customers.
Insider Welcome Email
Insider Midpoint Email
Insider Final Email
Insider In-Email Upsell
Insider MMS A
Insider MMS B
Intro Email
Final Hours Email
Organic Social Intro Post
Follow-Up Carousel
Follow-Up Carousel
Follow-Up Carousel
Follow-Up Carousel
Mobile Web Home
user experience strategy and design ⸻
state of menopause, annual report
As part of its mission to provide women with credible, data-backed information and solutions, Bonafide pioneered the State of Menopause survey in 2021, seeking to illuminate the realities and challenges of the menopause life stage. Now in its third year, the survey continues to spark meaningful conversations and drive positive change. The survey and results have been recognized yearly in notable publications such as Forbes.
user experience strategy and design ⸻
state of menopause, annual report
As part of its mission to provide women with credible, data-backed information and solutions, Bonafide pioneered the State of Menopause survey in 2021, seeking to illuminate the realities and challenges of the menopause life stage. Now in its third year, the survey continues to spark meaningful conversations and drive positive change. The survey and results have been recognized yearly in notable publications such as Forbes.
VISUAL, IDENTITY, AND PACKAGE DESIGN ⸻
Over the course of five years, numerous creative assets have been designed including brochures, postcards, packaging, magazines, ebooks, presentations, icons/logos, and all forms of digital. A few examples can be seen here:
WELCOME POST CARDS (IN SHIPMENT)
display ads
Ristela® STick Pack Design
In response to consumer requests, newly-introduced competitive products, and a growing demand for natural female sexual enhancement solutions, Bonafide developed, and will soon launch, a stick pack variation of Ristela®. This project included product naming, content and copy development, package design, and production.
Ristela® Stick Pack, Pink Passion Citrus and Cool Limeade Flavors
Stronger by Nature™ Magazine
The Stronger by Nature magazine was designed for placement in doctor's office waiting rooms. Filled with relevant content and a direct link to Bonafide educational resources, the magazine aimed to support and build trust with women going through menopause while driving traffic to the website.
The magazine's word mark (identity) was intentionally designed to stand apart from the Master brand Bonafide® logo while retaining a level of brand and visual cohesion. The identity at right leverages the base font used in the design of the Bonafide logo, supporting the overall branding goals.
VISUAL, IDENTITY, AND PACKAGE DESIGN ⸻
Over the course of five years, numerous creative assets have been designed including brochures, postcards, packaging, magazines, ebooks, presentations, icons/logos, and all forms of digital. A few examples can be seen here:
WELCOME POST CARDS (IN SHIPMENT)
display ads
RISTELA® STICK PACK DESIGN
In response to consumer requests, newly-introduced competitive products, and a growing demand for natural female sexual enhancement solutions, Bonafide developed, and will soon launch, a stick pack variation of Ristela®. This project included product naming, content and copy development, package design, and production.
Ristela® Stick Pack, Pink Passion Citrus and Cool Limeade Flavors
