Rescripted
Freelance Designer and Creative Partner
2021-Present
Rescripted is a content platform, marketplace, and medication management service that is breaking barriers and stigmas around women’s health. I began with Rescripted in their early stages as a startup to build their brand identity and voice, and then translated that vision and messaging across UI/UX, social media, b2b communications, the customer experience, and more. In the summer of 2022, we refreshed the homepage and high-traffic pages, unveiling the new brand identity. Later, in the summer of 2024, we launched the website with an entirely new user experience and information architecture, with the most evolved visual identity yet.
Brand Identity
I developed Rescripted’s brand identity to mirror its mission of empowering women with credible, accessible health information. The system combines a bold yet approachable typographic hierarchy, a vibrant purple-led color palette with fluid gradients, and graphic elements like wavy text and collages that bring energy to every touchpoint. Photography guidelines emphasize authenticity and inclusivity, featuring diverse people and real moments that reflect the community. Together, these elements create a brand that feels both scientifically credible and emotionally resonant, scalable across web, social, and print.
Website and UI: The Approach
I translated the Rescripted brand identity I created into the digital space by shaping and advising multiple iterations of their website. Working closely with the CTO, I applied the visual system to site layouts, keeping in my mind that most users are on mobile devices. Using data-driven insights and user feedback from tested prototypes, I helped refine navigation and structure to make it easy for visitors to move between topics and resources. This alignment of brand and UX design led to a significant traffic boost to 74M monthly visitors, and a 60% reduction in bounce rate.
