I started by creating the Lilia brand identity – editorial, bold, feminine, with a subversive streak. Lilia’s overarching visual direction combines the ideas of the natural female body and its science. This is paired with a luxury, editorial feel produced by powerful images of women, with a touch of rebellion. Viewers should be intrigued and captivated by Lilia, like one would be by a fascinating empowered woman. Lilia’s official logo is designed to be bold and iconic, pulling inspiration from luxury brands like Chanel while adding a soft element.
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I art directed and produced the brand imagery for Lilia, including on-figure and off-figure shots by Mark Binks. We selected five of Lilia's customers to star as faces of the brand in a photoshoot in Toronto, which I directed remotely from Florida.

I led creation of landing pages, wireframes, and growth experiments to test product features with prospective customers. We then developed an MVP dashboard, collaborating with our full-time engineer. The Custom Plan product featured top clinics for users to choose from for their freezing procedure, all-in cost calculations factoring in their insurance, reliable clinic reviews, and 1-on-1 customer support.
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For the brand's social media, I developed a mood that would appeal to our independent female audience, drawing inspiration from editorial, prominent icons, and fashion.