In 2025, WeightWatchers launched the first comprehensive menopause program of its kind. Combining access to clinicians, fitness, community, and treatments like HRT all in one place, WeightWatchers for Menopause replaces stigma with with science, support and strength.

I drove the art direction from concept and ideation to a successful multi-channel launch.

mood board

Earthy
Clinical
Clean girl aesthetic
Connection
My sister, my mom 
Warmth
Traditions 

Centered around connection and science-backed support, the campaign required the addition of signature colors to the brand palette to invite warmth. Similarly, member photography showcased the strength of community, supported by product photography that signaled clinical authority yet felt inclusive.

photography

Partnering with Queen Latifah as Brand Ambassador, the campaign launch cut through the noise on social, initiating an honest dialogue about the realities of menopause.