Multi-touchpoint design campaigns, spanning digital and physical platforms, that fueled Raven’s growth from its initial launch to becoming one of the most trusted Digital Health platforms for Canadian Women.
Raven is a digital health platform born from the acknowledgement that Canadian Women need a specialized platform to cater to their personalized healthcare needs.
As the brand was launching in January 2025, our goal was to quickly capture market share and build customer trust in the high-demand market of Digital Healthcare Solutions. Starting with designing a dozen dynamic design concepts for paid social ads, I partnered closely with the creative strategist to monitor performance, take out key learnings for future iteration, and over time built a high-performing Digital Ads Library, with an average Return on Ad Spend of >120%.
After understanding the core messaging and tone of voice that work for Raven, we got started with constructing email campaigns to capitalize on the high volume of leads generated through digital ads while strengthening the relationship with customers. My key responsibility was to be the brand’s guardian: ensuring the content of the emails, which aim to position Raven as a trusted source of information on matters related to women’s health, is presented in a clear, legible, and engaging manner. The launch of these email campaigns helped boost our weekly conversion rate by ~>20%.
Because Raven is positioned in a sensitive industry: health and wellness, there was a constant need to be flexible to adapt to the changing rules and regulations from Health Canada regarding advertising for medical products. Recognizing this issue since the beginning, I’ve constructed a modular design system capable of adapting and changing at a moment's notice, which has resulted in the prevention of total ad accounts shutdown and helped speed up the recovery of other campaigns.
And of course, as the brand grows, there is a constant need for OOH advertisement to consolidate the brand’s authority. During the launch of Raven’s first billboard campaign in Toronto and Vancouver, I played a key part in the design process and was the sole person responsible for the successful production and roll-out of the whole campaign.
The hallmark of Raven officially becoming a trusted platform in the Canadian Health and Wellness space was when the brand became one of the sponsors for the event “The Power of Possibility” hosted by Toronto Stars during International Women's Day 2026. I had the honor of designing and seeing through the production process of all marketing and promotional materials, assuring the brand guaranteed success.
