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Jenny Button

"We’re so grateful that How&How agreed to work with Emm on building our brand. We've been blown away by the result: it has a life of its own beyond what we ever imagined for it. This brand is our platform to build a relationship with consumers that will have a fundamental impact on their quality of life. Through our collaboration with the How&How team we have a brand that has a clear, powerful voice that will connect with people across the diversity of the female experience.

"We all felt the care and responsibility that How&How exercised in building an expression of our company vision with us. They are partners that any company would dream of.”

Around 26% of the global population menstruate. A highly universal yet an incredibly personal and individual experience. It’s a monthly occurrence permeated with variables. From the length of a cycle, the quantity and quality of blood, to a huge array of symptoms. Further complicated by an overbearing education gap—turning a natural process into a stigmatised experience. 

It’s a missed opportunity for changing the quality of someone’s life. Period health is a window to overall health. By arming women with the facts to make more informed health decisions, emm are revolutionising it.

Brand Strategy
Brand Narrative
Verbal Identity & TOV
Visual Identity
Pitch Deck
Social Media Kits
Website & App Design
Website & App Build
Launch video

Huge thanks to Jenny, Sabina, Chris and Annie for being such keen, kind and considerate collaborators. Onwards!

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Featured in:
Design Week
Creative Boom
Dieline
Design by Women
The Brand Identity
Brand New: Under Consideration
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Client Services: Sarah Bell, Fraser Campbell
Account Director: Romy Lazzara
Strategist: Alyssa Barbaran
Copywriter: Harriet Stallibrass
Production Manager: Joana Jardim
3D & Animation: Chris Beck & Oliver Primus
Designers: Sara Preston, Joana Fatela, Rose Norgrove
Design Director: Katie Cadwell
Digital Designers: Hannah Leggett, Raaya Pathare
Digital Design Director: Luke Scott
ECD: Cat How

emm is a healthcare and femtech revolutioniser. A world-first smart cup. Through wearable-tech and accurate, personalised data, it gives women valuable awareness of their menstrual health. We partnered with emm to shift the health management dynamic, putting them in the hands of the individual who understands their body inside, out.

emm is a healthcare and femtech revolutioniser. A world-first smart cup. Through wearable-tech and accurate, personalised data it gives women valuable awareness of their menstrual health. We partnered with emm to shift the health management dynamic, putting them in the hands of the individual who understands their body inside, out.

In a category defined by unheard voices and invalidated experiences, we worked closely with emm to turn a monthly inconvenience into a positive health experience. To help them open new conversations between patients and doctors, using data to nurture effective care and better health outcomes, particularly when it came to periods.

We built on this brand strategy, creating a new visual identity and tone-of-voice that reflects the inherent, cyclical movements of periods. Specifically: waves. From the different phases of the menstrual cycle, to the metaphorical tides of symptoms that are felt and the shape of the product itself; waves lie at the heart of this experience. They were integral to emm's brand idea: Catch Your Wave. On the surface it reflects the product's ability to capture blood. But at its core, it speaks to an opportunity—the opportunity to use tech to do something new with your health and fundamentally transform it.

emm's logo reflects the patterns and waveforms of data, female cycles and health. A thick, bold, visceral icon supported by a powerful wordmark. This combination of strength and fluidity is a key tension that permeates the brand. 

We also designed and developed emm's website and app—turning data into insight and insight into action. This work involved a bold, scalable cohesive digital language—from icons to supergraphics; as well as an app designed for understanding women's health, not just tracking it—featuring custom data visualizations that make complex health data easy to grasp. The immersive website experience (built in Headless CMS and Next.js) also included bespoke 3D assets designed to take users through the product story.

A new verbal and visual identity for Emm: a healthcare and femtech revolutioniser, a world-first smart cup.

Brand Strategy, Verbal & Visual Identity for Emm

We built on this brand strategy, creating a new visual identity and tone-of-voice that reflects the inherent, cyclical movements of periods. Specifically: waves. From the different phases of the menstrual cycle, the metaphorical tides of symptoms that are felt, as well as the shape of the product itself; waves lie at the heart of this experience. They were integral to emm's brand idea: Catch Your Wave. On the surface it reflects the product's ability to capture blood. But at its core, it speaks to an opportunity—the opportunity to use tech to do something new with your health and fundamentally transform it.

As featured in:
Design Week
Creative Boom
Dieline
Design by Women
The Brand Identity
Brand New: Under Consideration

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A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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