Flo “Take Control”
Creative Direction
An empowering campaign that blends confidence, clarity, and charm.
This mock concept was created for Flo, the period and wellness tracking app, under the theme “Take Control.” My approach focused on maintaining Flo’s signature balance of warmth and authority while creating content that feels approachable, informative, and empowering without losing its sense of fun.
I developed blog-style copy centered on cycle syncing and hormonal wellness. My process began with researching how energy levels, mood, and productivity shift throughout each phase of the menstrual cycle. From there, I translated scientific insights into approachable, conversational language that aligns with Flo’s friendly, empowering voice. I aimed to make the content feel supportive and educational like advice from a trusted friend who understands both the science and the experience. Each article was structured to guide readers toward practical lifestyle tips while reinforcing Flo’s mission to help women feel informed, confident, and in control of their health.