There’s a quiet assumption that if you stop using contraception, pregnancy follows. For most people, that’s not how it works, and the gap between expectation and reality leaves millions of women blaming their bodies every month they ‘fail’ a test.

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Mylo’s ovulation tracking technology is genuinely innovative, offering a far more nuanced read than the binary tests on the market. The brand needed to match that — emotionally honest, scientifically grounded and refreshingly straight-talking.

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What I did​

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• Led the entire brand relaunch, strategy, agency selection, brief, creative, and roll-out

• Managed the project end-to-end remotely during lockdown

• Delivered new brand identity, tone of voice, packaging, product design and website

• Built and ran the social, content and digital advertising programme

• Managed the ecommerce site and performance marketing once live

• Pivoted into ongoing retained marketing leadership post-launch

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The result

​A fertility brand finally telling the truth about conception, and shortlisted for a D&AD award for brand voice.

 

A platform that genuinely helped the women who used it, and gave the business a defendable position in a noisy category.​