A healthcare destination for women facing menopause.


  • Strategy
  • Naming
  • Visual Identity
  • Brand Voice
  • Art Direction
  • Site Experience
  • Packaging
  • Print Collateral

Rory is filling an unmet need for the modern woman: accessible, high-quality healthcare for the years leading up to menopause and beyond. We worked with Rory from inception through launch to create a brand experience that’s focused on improving the quality of life for millions of women. Rory’s audience is older (40-65), and not digital-native. Going online to access healthcare can be an unnerving (and new!) experience. To build trust, we created a visual system that channels femininity and maturity. Our messaging is focused on clear, informative, nonjudgmental language infused with the empathy we all seek in a healthcare experience.

To capture Rory’s diverse community of women, the photography features moments of ease and relaxation at home, showing how Rory fits seamlessly into women’s lives.

We focused on infusing the experience with warmth, beauty, and approachability. Sensitive to the embarrassment around menopause, we created packaging that was discreet, but a pleasure to interact with.

We dialed up the warmth and approachability of the digital experience by adding new elements, like botanical illustrations, while expanding the torn paper motif.

Photo Credit: Heather Moore, Gregory Reid