Ruth health: brand and comms strategy to scale up
Brand Strategy for a FemTech startup’s scale-up from a niche offering to a mainstream solution, helping it better connect with and reach more women navigating fertility, pregnancy, and postpartum care, particularly within underserved groups and communities.
The Challenge
Bridge the gap between innovative women’s healthcare solutions and the women who need them most. Move from niche adoption to mainstream relevance by clarifying the brand’s value proposition, strengthening its market positioning, and creating stronger connections with underserved communities.
The Opportunity
To reposition the brand to unlock growth by transforming it from a specialized healthcare solution into a more recognizable and accessible platform. The opportunity lay in sharpening its positioning, simplifying how its value was communicated, and creating a brand experience - across their digital products and channels - that resonated with women across different stages of their reproductive health journeys.
My Role
Served as a strategic partner, bridging brand strategy, creative direction, and marketing communications. I worked across positioning, storytelling, messaging, and customer touch points to create a cohesive brand experience designed to build trust, increase awareness, and support growth.
Discovery research: market opportunity, audience definition and origin story
Value proposition
Brand strategy, narrative and design system
Creative direction and execution support across website, digital product, social media and experiential
Establishing the foundation for the marketing communications