World Perimenopause Day Campaign Project Background

For this project, I developed an integrated digital campaign for Standard Process in recognition of World Perimenopause Day to post on September 22nd (project completed this week). The campaign included an HCP email, social carousel, and supporting social post copy featuring five products relevant to women navigating perimenopause.

Standard Process has a long history in whole food nutrition, but the brand recently evolved from a traditional legacy identity to a more modern, consumer-aware visual system. The updated branding retains the credibility, botanical connection, and signature green associated with Standard Process while introducing more contemporary typography, lifestyle photography, brighter color accents, curved design elements, and increased white space. This campaign gave me an opportunity to apply that new identity to a timely women’s health conversation.

Strategy and Creative Development

I began by translating the project requirements, stakeholder input, scientific references, and product recommendations into a clear creative brief. From there, I moved into brainstorming and concept development before writing the campaign copy and preparing it for design.

My ideation led me to the concept of supporting the “whole woman.” Perimenopause is often presented as a hormone story, but women may experience changes involving sleep, stress, mood, cognition, and the nervous system. Rather than isolating these concerns, the campaign encourages healthcare practitioners to look at the full patient experience.

This thinking shaped the central message:

See the whole story. Support the whole woman.

The concept also addressed a practical HCP need. Practitioners are looking for clear, effective ways to support patients whose concerns may not fit neatly into a single category. By organizing the recommended products according to areas such as foundational support, estrogen metabolism, nervous system and sleep, mood, and stress, I made the information easier to understand and apply.

Campaign Execution

I carried the central concept consistently across the campaign while adapting it to each format. The email introduced the broader whole-woman perspective, connected common experiences to the perimenopausal transition, and presented product recommendations from Standard Process women’s health expert Dr. Jessica Stefanski.

The social carousel used a more educational, story-driven structure. It moved from “Perimenopause isn’t just a hormone story” through nervous system, sleep, stress, and cognitive considerations before bringing those experiences together with the message, “It’s all a part of her story.”

After developing the strategy, messaging hierarchy, headlines, body copy, product organization, and calls to action, I passed the campaign to the senior graphic designer. We worked within the newly rebranded Standard Process visual system to bring the concept to life across the final email and social creative.

The finished campaign demonstrates my ability to move from brief development through strategic ideation, copy execution, and cross-functional creative production while maintaining a cohesive message across multiple deliverables.