MiraCare

Mira is a science-based fertility and hormone health brand that helps people understand their bodies and take control of their reproductive health. As the company evolved from a niche fertility device into a comprehensive health-tech platform, its legacy visual identity no longer reflected its maturity or mission. I led the rebranding project as Art Director and Senior Product Designer, responsible for redefining the brand’s visual system, typography, color strategy, and applications across digital and marketing platforms.

As Mira expanded into new markets, its outdated and inconsistent brand limited trust and marketing impact. The challenge was both aesthetic and strategic: to create a new identity reflecting scientific expertise, empathy, and confidence while driving measurable results. The redesign aimed to unify the brand, strengthen credibility, improve digital conversions, and foster a deeper emotional connection, evolving Mira from a functional product into a trusted, aspirational health companion.

We redefined Mira’s brand strategy around its core values of science, empathy, and empowerment. The new identity balances scientific precision with human warmth, combining clarity with emotional depth.

Key design improvements included a simplified logo system, a clear and flexible color palette, and a modern typographic foundation built for scalability. Photography and illustration guidelines focused on authenticity, empathy, and confidence, making the brand more relatable and trustworthy.

The new brand system was tested and validated through multiple channels:

• A/B testing of digital campaigns and landing pages to evaluate user engagement.
• Workshops with internal teams to ensure ease of use and scalability.
• Cross-platform implementation from app icon to packaging to confirm coherence.

By combining strategic insights with thoughtful design decisions, we created a cohesive system that reflects Mira’s mission and supports consistent application.

The rebrand repositioned Mira as a credible, empathetic, and modern health-tech brand. The new brand book unified all touchpoints, from packaging and UI to campaigns and social media, ensuring visual and tonal consistency across the entire ecosystem.
Key outcomes:

• +28% increase in user engagement across digital channels.
• Stronger user trust and improved brand perception.
• Higher conversion rates across marketing channels.
• A unified design system adopted company-wide.
• Positive feedback from users and partners highlighting the brand’s clarity and warmth.

This project was about more than a visual refresh. It redefined how a health brand communicates trust and confidence. As Art Director and Senior Product Designer, I focused on creating a scalable identity that connects scientific credibility with human empathy, helping Mira grow into a brand that users believe in and rely on.