Elektra Health
Smashing the menopause taboo.
Brand concepts/identity, web design, social media assets
Overview
Elektra Health came to us envisioning a service that combines telemedicine care services, personalized care plans, and group programming to help educate and support women approaching or experiencing menopause. We partnered with the Elektra team to create a core online experience that provides curated content and programming, as well as an email framework and social media assets for ongoing engagement.
I iterated and designed the core brand identity, which was expressed through Elektra's new website and social assets.
Brand Identity
As a brand, Elektra Health needed to feel strong, bold, and empowering because menopause is a transformative life stage for women that shouldn’t be taken lightly.
Every woman has their own menopause journey and should feel that they were supported at every step of the way.
We collaborated with the team to ground the brand with the Elektra Health purple and deep indigo as the core colors, and included a palette of vibrant secondary colors to add lively energy. Along with the colors, we chose a sophisticated display serif paired with an easy to read sans serif. The Elektra team also worked with an illustrator to provide the textures and patterns used to communicate various menopause symptoms.
A modern digital guide
We designed the launch marketing website and worked with the Elektra Health team to house the rich content that lived within it, which included a menopause guide, detailed symptom pages, community stories, and other posts with expert advice. The website serves as a way to support women on their menopause journey, as well as supporting Elektra Health’s overall business strategy of validating the value of a self-service digital health experience.
Social Media Presence
Along with the main website, we also extended the brand identity to social media assets, which provided a template for the Elektra Health team to create further content aside from the web experience.
World Menopause Day Campaign
We also helped flesh out pages for the team’s World Menopause Day campaign, as well as other social media assets, to highlight trail-blazing, impactful women who are reimagining the menopause journey. It was a fun way to extend the brand identity a bit further for a special moment.
Launch and Results
Elektra proudly launched the new brand and website in March 2021 and soon after raised $3.75 million in seed funding. Since then they’ve also been featured in New York Times, FastCompany, and other publications as part of a growing movement to expand the support and resources available to women in a critical phase of their life. As of February 2024, Elektra secured $3.3 million in another round of funding by long-term partner UPMC Enterprises, along with Wavemaker Three-Sixty Health, and existing investors Flare Capital Partners + Seven Seven Six.
Takeaways
Through this project I experienced the challenges of creating a brand identity that felt empowering, vibrant, yet mature enough for Elektra Health’s demographic. It was also important to have the brand feel approachable and reliable, that we’re not making light of a period of life which can be hard to manage for many. Through many iterations during the process, I learned more about discerning feedback and focusing on more impactful improvements.
Team
Studio Rodrigo
Studio Lead – Ritik Dholakia
Project Manager – Christina No
Design – Connie Chu, Caitlin Hohn, Hee Je Wi
Elektra Health
Co-founder & CEO – Alessandra Henderson
Co-founder & COO – Jannine Versi
Program & Ops – Laura Stratte
Marketing – Julia Rosenbaum
Development
Degordian