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Brand & Visual System

WAVE by Hush Tech

FDA Medical Device  |  Women's Health  |  Brand Strategy & Visual Systems

THE CHALLANGE

WAVE by Hush a device for menstrual pain currently under clinical trials for FDA approval had real clinical credibility, but a brand that undermined it.


Packaging, marketing, and digital presence were inconsistent, eroding trust at the exact moment the product needed to earn it.

The deeper challenge: repositioning a medical device to feel as human and empowering as the best consumer wellness brands, without sacrificing clinical authority.

THE SOLUTION

A full brand system redesign built around ‘warm authority’ the strategic middle ground between clinical coldness and wellness softness. New logo, visual identity, color and typography system, packaging, messaging framework, and social media direction.


Delivered as a complete, handoff-ready brand system that became the foundation for the website and all marketing going forward.

Brand & Visual System

WAVE by Hush Tech

FDA Medical Device  |  Women's Health  |  Brand Strategy & Visual Systems

THE CHALLANGE

WAVE by Hush a device for menstrual pain currently under clinical trials for FDA approval had real clinical credibility, but a brand that undermined it.


Packaging, marketing, and digital presence were inconsistent, eroding trust at the exact moment the product needed to earn it.

The deeper challenge: repositioning a medical device to feel as human and empowering as the best consumer wellness brands, without sacrificing clinical authority.

THE SOLUTION

A full brand system redesign built around ‘warm authority’ the strategic middle ground between clinical coldness and wellness softness. New logo, visual identity, color and typography system, packaging, messaging framework, and social media direction.


Delivered as a complete, handoff-ready brand system that became the foundation for the website and all marketing going forward.

MY ROLE

Brand Designer & Creative Director

Timelime

Ongoing Project

Year

2024 - Present

2024 - Present

MY ROLE

Brand Designer & Creative Director

Timelime

Ongoing Project

Year

2024 - Present

2024 - Present

THE PROBLEM

The brand didn't match

the product.

WAVE by Hush a device for menstrual and pelvic pain currently under clinical trials for FDA approval. When I came onto the project, WAVE had no cohesive visual identity. Packaging, marketing materials, and digital presence were all pulling in different directions, some leaning clinical and cold, others generic and unbranded.


For a product targeting women managing real, ongoing pain, that inconsistency had a cost: it eroded credibility at the exact moment the brand needed to earn trust.