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 a refreshed brand identity, intended to grow and evolve over time. This year, we launched the website with an entirely new user experience, social content series, podcasts, and the most evolved iteration of the brand identity to date.
Brand Identity in 2021
The original visual guide and brand identity in 2021 was a refined and restrained design system that was targeted towards millennials on their fertility journey. The colors, typefaces, and imagery leaned into trending millennial aesthetics with low-contrast colors, duotone imagery, and curated, warm photography. Subject matter featured in photos were all millennial-aged people with an emphasis on diversity. At this juncture of the brand’s journey, babies and images of pregnant women were used more often, as much of the content focused on fertility, conception, and pregnancy.
Brand Identity in 2025
As I’ve developed the brand’s visual evolution over the years, we are now in a place where Rescripted is an accessible platform for all women in their health journeys, not just millennials trying to conceive. This means it also speaks to younger Gen Z women and older Gen X women who are navigating a wide range of topics from mental health to perimenopause. Being accessible meant evolving the color palette with higher contrast, showing a wider breadth of people, and developing a system of textures, photo treatments, and graphics that feel empowering, organic, and versatile. Rescripted is no longer visually defined by Millennial minimalism, and has a wide range of assets to create content for all women.
Website and UI 2023-24: 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, designing for desktop first and then translating for multuiple breakpoints. 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.
Social Content
Branded social content series and podcast branding.
Brand Partnership Example: BetterHelp Whitepaper
Our partnership with BetterHelp is a strong example of how Rescripted’s branding can coexist seamlessly with another brand’s visual identity. In this white paper, we led with Rescripted’s core design language while integrating BetterHelp’s green palette, brand photography, and photo treatments as complementary elements.
