Tia
The leading full-service women’s healthcare platform that provides gynecology, primary care, mental health, skin care and wellness services to women. Tia’s evolution was highly visible—growing from a digital-first women’s health startup into a trusted healthcare company with 12 clinics nationwide.
Brand Evolution & Strategy
Design & Storytelling
Illustration
Art Direction
Campaign Development
Process & Innovation
Out-of-Home
Visual & Brand Storytelling
To support the launch of four new clinics in LA, the brand needed a campaign that reinforced its mission of closing the gender health gap. Through compelling copy and imagery featuring real women’s bodies, the campaign told a powerful story of what it means to receive competent, compassionate care—where women’s concerns are heard, and their pain is taken seriously.
This refreshed campaign not only reinforced the brand’s message but also generated buzz during the LA clinic launches, ensuring women knew they could come to Tia to feel seen, heard, and supported.
Skin Care
Brand & Development
As Tia grew, offerings expanded into skin care, bridging the gap between medical expertise and the deeply personal relationship people have with their skin.
By embracing a photography style that highlighted real skin textures—flaws, freckles, and all—we reinforced the honesty and authenticity that make women trust Tia.
Ads
Creative Direction, Design, Copywriting
To optimize performance and reduce costs, Tia transitioned paid social creative from an external agency to an in-house model. This shift brought creative closer to the rapidly evolving product, enabling faster iteration, tighter brand alignment, and a seamless feedback loop between marketing and product teams.
By integrating authentic storytelling with real-time performance insights, campaigns were designed to drive conversions while staying true to Tia’s mission.
Educational Content
Design, Infographics, Information Design
Tia leveraged infographics and content to make complex health topics more accessible, engaging, and actionable. Through clear visuals and compelling storytelling, the brand educated its audience on critical issues like medical gaslighting, hormonal health, and the connection between skin and whole-body care—reinforcing trust and positioning Tia as a leader in women's healthcare.
Illustration
Changemakers
To celebrate International Women’s Day, Tia launched a campaign honoring women driving meaningful change in healthcare.
The campaign featured 11 illustrated portraits, highlighting their impact and leadership—later earning recognition from Nasdaq.
Copywriter: Katie Christian
Motion Design: Joy Jang
Principle Creative Director: Allie Ball
Sr Manager of Social and Content: Gabrielle Wooden
Photographer: Donna Viering