midol
Refreshing Midol’s social presence to reach a younger audience
Art Direction & Design
Midol is the number one medication for period symptom relief, addressing bloating, exhaustion, and pain. The brand’s Facebook presence had become stale and outdated, which is when my team was brought in to breathe new life into their content, grow their followers, and expand their overall social presence.
I developed the visual identity and guidelines for Midol’s new direction on social and collaborated with content strategists to create fun, relevant, and timely content and interactive experiences. I also planned, styled, and art directed Midol’s first branded lifestyle photoshoot. Within 15 months, we expanded the brand’s social presence from only Facebook to Twitter and Instagram due to high engagement, in addition to influencing their website voice and design.
defining a refreshed visual identity
I developed a lightweight visual style guide for Midol’s social platforms to reflect the bold personality of a Midol Woman—she is fearless, modern, savvy, and there is no way she's letting her period slow her down.
To reflect the vibrant spirit of the Midol Woman, I developed a bright, high-contrast color palette that would stand out against the soft pastels of other period-related brands on social. Blending this with active, joyful imagery, and versatile typography, Midol’s fresh new look was ready for its social debut.
bringing the brand to life
Once the visual brand was developed, I started having a LOT of fun translating the new Midol voice into bold, sassy creative.
I collaborated with social strategists and copywriters to develop a content strategy that took an honest, sympathetic, and tongue-in-cheek approach to talking about period symptoms.
product-centered photography
As we continued to build Midol’s social presence, we identified that our primary audience was living on Instagram and that should, naturally, be where we meet them. We planned this expansion during a time when the highest engagement was seen on posts that didn’t feel like ads or branded content. Because of this, I identified the need to have beautiful, on-brand images that naturally feature the product as a part of everyday life.
I storyboarded and pitched a series of visual vignettes that showcase how Midol can be part of all of life’s moments — from studying late at night to being your best friend’s Maid of Honor.
I styled and directed this photoshoot with flexibility in mind — the photos should look great on their own, but should also be copy-friendly in case we needed to use them on other platforms.
Photographed by Laura Metzler
