Less than a year into my tenure as Head of Content at Soluna, the creative team I’d built had a reputation for:
• Making beautiful and boldly bespoke creative the digital healthcare industry had never seen
• Grounding every single asset we created — every brush stroke, every word — in data
Not a bad rap, right?
That commitment to ensuring our creative work was not only visually and verbally stunning but also data-driven for impact and conversion landed us two epic opportunities.
First, to take over Soluna’s organic social channels. And second, to lead a Soluna rebrand.
Our reaction?
Let’s go.
True to form, we took big creative risks informed by big data in our rebrand strategy. Here’s how:
• Designed three user research studies in partnership with our UXR team, including a SWOT of the current brand, a competitive analysis, and an exploration of how to amp up appeal to our uber-discriminating Gen Z audience
• Hosted a cross-functional Brand Summit where we applied the findings of our UXR studies to brand psychology strategies and archetype definition
• Developed and tested new creative informed by in-house research, external industry research, and our Brand Summit findings
• Applied our learnings to update color palette, visual style, typography, voice, tone, and archetypes — all tied up in a sparkly new Brand Guide bow.
The result?
A daring and boldly original new brand, making Soluna the first and only digital healthcare provider to go all in on both a mascot and Gen Z’s signature coping mechanism: humor.
I was thrilled to pick up a pen myself (once a copywriter, always a copywriter) to craft copy for the rebrand launch campaign shown here. From billboards to CTV ads to brochure and web copy, I flexed my storytelling muscle to drive consistent brand narratives across channels — and loved every minute of it.
The fact that I got to build a brand with an all-star team, including the meteoric vision and breathtaking visual direction of Sarah Rucci?
That was just icing on the carrot cake.
