Lilia

In 2020, I met Alyssa Atkins, founder of Lilia. Lilia is a YC backed egg freezing concierge. Its mission is to make egg freezing a more accessible option for women and give them freedom to make life choices without the pressure of fertility. I worked with Alyssa to create the Lilia brand, build an MVP, and conduct early growth experiments.
I started by creating the Lilia brand identity – editorial, bold, feminine, with a subversive streak.
I art directed and produced the brand imagery for Lilia, including on-figure and off figure shots by Mark Binks. We selected five of Lilia's customers to star as faces of the brand in a photoshoot in Toronto, which I directed remotely from Florida.
I led creation of landing pages, wireframes, and growth experiments to test product features with prospective customers. We then developed an MVP dashboard.
For the brand's social media, I developed a mood that would appeal to our independent female audience, drawing inspiration from editorial, prominent icons, and fashion.