INTRO

Lemonaid Health
Brand Refresh + GLP-1 Campaign

GROUP LEAD - DESIGN @ 23ANDME

Acquired by 23andMe in 2021, Lemonaid Health offers direct-to-consumer healthcare including consultations, prescriptions and OTC medications. With a long term vision of giving customers an end-to-end genetics-based healthcare experience, Lemonaid needed a visual refresh to start bringing this to life. While the ultimate goal is to merge Lemonaid and 23andMe into one brand, the timeline is long and the desire to revamp the product offerings was growing. We decided to start laying the groundwork for the full merge by pulling Lemonaid Health’s branding closer to 23andMe’s through the launch of a new weightloss campaign and refresh of the website.

The first thing we tackled was refreshing the logo to included the parent branding. Second, we needed to merge the two color palettes of Lemonaid and 23andMe, so that Lemonaid would start looking like it’s parent brand. For this, we included some new Green colors in addition to dropping the primary use of the pastel colors and limiting their usage. Overall, the color palette is more bold, more saturated, and more in-line with the tone of the 23andMe brand.

GLP-1 Campaign

With weightloss drugs hitting peak popularity, Lemonaid Health jumped on the oppourtunity to offer their own and we launched a full-scale campaign to bring Ozempic, Wegovy, and our own compounded semaglutide to market. This included TV, digital video, paid search, dispaly ads, social (both paid and organic), website landing pages, and email. We used this moment to launch the updated brand look/feel with a small investment to revamp key pages, create a new packaging design, and create out-of-home experiences.