Wile/u00a0is on a mission to reframe and reclaim the conversation around perimenopause. The company/u2019s plant-based wellness supplements are formulated for women entering what Wile calls the /u201cgrown/u201d stage of life: not old, not young, nowhere near done. Co-founded by entrepreneurs Gwendolyn Floyd, Corey Scholibo & Julie Kucinski along with actress/u00a0Judy Greer, Wile uses clinically-backed naturopathic ingredients to help women regulate hormone fluctuations, manage stress, and support their energy levels and mood.

The creative's job was to develop a brand design system that/u2019s beautiful, nuanced, and vibrant: exactly what grown women deserve, but rarely what they get. As Wile puts it, /u201cSomething happens when women turn 40. We start to disappear. From marketing briefs, cultural conversations, retail radar, our doctor/u2019s care. Yet women like us are anything but invisible./u201d

From a design standpoint, Abby fought back against invisibility with an elegant custom wordmark, bold colors, and a series of fluid figure illustrations that reference the dynamic physical, mental and emotional states of grown women.

Invisible? Watch us./u00a0Finished? We/u2019re just getting started.

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Additional credits Strategy & writing:/u00a0Julie Kucinski Photography:/u00a0Josh Grubbs