Muse Health

Instant Protection Lasting Hydration
Hand Sanitizer Brand

TIMELINE
Oct 2020
to
Jan 2023

PLATFORM
Amazon.com
D2C Website
(Desktop + Mobile)

ROLES
Creative Director
Lead Designer / Video Editor
Photographer / Videographer

Introduction

When Covid-19 brought essential product shortages, hand sanitizer was at the top of the “out-of-stock” list. Muse Health sprung into action from our FDA/CDC compliant facility in Valencia, CA, and created a hand sanitizer delivering instant protection from 62 percent Ethyl Alcohol and lasting hydrating from nourishing extracts of Vitamin E and Glycerin. We want everyone to feel empowered to live joyfully, intentionally and hands on! We believe this starts with feeling safe and supported. So with every purchase of Muse Health Hand Sanitizer, we give a bottle to someone in need.

My Role

My main role in the development of the Muse Health brand was being the Creative Director. We created and launched the brand right as the COVID-19 pandemic hit in March of 2020. I worked closely with our Lead Designer for the Muse Health Brand (Jaylynn M), and our copywriter (Jakob S), while working closely with our Marketing Director (Tara M), our Social Media and Digital Marketing Manager (Kosta C), our Associate Brand Manager for Muse Health (Kanica C).

Protection Without Compromises

The world needed hand sanitizer to help slow the spread of the virus, but constant use of sanitizer with high amounts of alcohol was leaving people’s hands dry, irritated, and susceptible to skin tearing or cracking. Unlike most hand sanitizers which dry out hands leaving them feeling dry, cracked and vulnerable, our unique gel-cream texture is packed with Vitamin E and Glycerin to lock in moisture for soft, noticeably healthy hands, even after multiple uses. Our Fragrance-Free formula is infused with Lime Oil to neutralize the smell of alcohol, for a subtle, citrus scent and Geranium Sugar evokes a fresh floral.

Goals & Strategy

Create a brand that instills authority, trust, and compassion in Muse Health
Provide hand sanitizer to those in need at an affordable cost
Create brand loyalty through donations and partnerships, and with our refusal to price gouge
Provide informative and related content and information regarding staying safe and healthy
Create a direct to consumer website at musehealth.com
Create omnichannel marketing campaigns that touched our website, email newsletter, Amazon listings, & social media

The Logo

When designing the logo, I wanted to strike a balance between soft and feminine, while also feeling strong and grounded. I wanted the logomark to look like an emblem, like a superhero symbol that could proudly be placed on a shirt, (or mask during the pandemic). I wanted it to look structured, yet soft by rounding the edges. I paired the logomark with a more organic, rounded typeface for the logotype to continue the themes of strong yet gentle. The word "Health" was in Proxima Nova, a more straight-forward serious sans-serif font because when it comes to health, we wanted to evoke knowledge and exertise in the subject matter.
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Colors

PANTONE 317C
C:30 M:0 Y:12 K:0
R:175 G:226 B:227
HEX: #afe2e3

PANTONE 7401C
C:3 M:10 Y:41 K:0
R:246 G:223 B:164
HEX: #f6dfa4

C:30 M:0 Y:12 K:0
R:227 G:227 B:227
HEX: #E3E3E3

C:3 M:10 Y:41 K:0
R:242 G:235 B:215
HEX: #F2EBD7

Typography

Personality and Values

Muse Health is caring, optimistic, informative, and confident. We believe confidence comes from being cared for, informed, and taking the proper precautions to safely live life hands on. The content we share should come through in an informative, optimistic, caring way and never alienate anyone or make them feel like they must prepare for a pop quiz.

Muse Health values community and social responsibility and takes pride in showcasing those selfless and inspiring actions we all make every day. We want to promote inspiring content that is not lavish or out of touch yet is liberating. We believe that the science behind self-care is important and offers transparency and insight to our consumers.

Tone and Mood

Earthy slightly muted colors that still feel a touch feminine and soft. Interesting ways to present product photography that's both creative and eye catching. Bringing the ingredients story to life with physical props or creative solutions to displaying large amounts of educational text. Framing devices to make posts like tweets, memes, or influencer content fit into the overall aesthetic of the feed.

Lifestyle Imagery

Muse Health is a premium brand first. All imagery, whether it's charitable caring moments, or health and beauty focused, should be high quality and premium. Lifestyle images should feature a variety of body types and ethnicities with a focus of millennial women, but still be attractive and aspiring. The subject(s) should capture an inspiring, loving, and hopeful mood with an emphasis on beauty and style. Keep colors to a neutral/bright tone and backgrounds simple/clean. Images not featuring subjects should highlight the Muse Health values. For example, high quality ingredients or our buy one give one campaign.

Full Muse Health Brand Guidelines

Social Feed & Mood Board

$1 Million in sales in 1 Quarter

We launched the Muse Health brand with 2 hero products in March of 2020 simultaneously on Amazon and on our own Direct to Consumer site. There was a Fragrance-Free variant, as well as a Geranium and Sugar Scented hand sanitizer. Based on our research, consumers were looking for larger sizes at this moment, so we opted to go with an 8 fl oz bottle. Large enough to share with family and friends, but small enough to fit into bags or purses for travel. The designs were to evoke premium and quality with the clear frosted labels and gold foil stamping of the logo. To also give the impression of authority and pharmaceutical grade, we designed the key features and active ingredients on the front of pack to look similar to a Drug Facts / Nutrition Facts table.In our first quarter we sold over 250,000 bottles on both Amazon and musehealth.com, generating over $1 million in revenue. And as promised, we donated the exact amount sold to various schools, churches, hospitals, police and fire stations, and other communities in need.

Burnell Cotlon New Orleans Donation

Role: Creative Director
Outsourced: Videography, Video Director

Summary: One of our very first donations was to a small convenience store in New Orleans that we kept hearing about in 2020. One of our Brand Managers lived in the state and got in touch with Burnell Cotlon, the owner of the store. He told us his story, his mission, his goals, and ultimately his struggles of not only his store, but his community that relied on his store having stock of all the essentials. When we realized his mission and goals were aligned so well to ours, we quickly donations thousands of bottles to his store. We wanted to capture his story as well as share with the world who Muse Health is.

Other Donations

The Hands On Movement

Role: Creative Director, Copywriter, Video Editor
Outsourced: Voice Actors

At a time where fear and hate was at a peak, we wanted to give “shine” to people rather than throwing shade. We ran a social media campaign asking people to share their stories and examples of how they continued to live life hands on, and how they inspired others to do the same. We selected 7 people who we felt embodied what Muse Health stood for and showed great examples of how to live life hands on during a time where literally touching anything instilled fear and anxiety in people.
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Animated Videos and Blogs

Role: Creative Director, Voice Actor
Outsourced: Copywriter

Summary: Our social media analytics continued to show animations and videos more preferrable with our users than images and stills. Our blog post content was filled with useful and engaging content, but wouldn’t get much traction on social. We decided to make an animated video to correspond with each blog post that would be shared on social and posted along with the blog in case someone would rather watch and read the content. This boosted our website traffic to blog posts by 56%, and quickly became our more popular content on social media.
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$1.3 Million Donation to United Help Ukraine

Role: Creative Director, Copywriter, Video Editor

Muse Health has partnered with United Help Ukraine, a Maryland-based (c )(3) non-profit organization, to get desperately needed Muse Health hand sanitizer for hand hygiene stations and other hospital and health facilities to Ukraine. The donated 180,000 bottles or 2.1 million ounces of product — strict USP grade (U.S. Pharmacopeia) hand sanitizer and hand wash — totals more than $1.3MM. United Help Ukraine President Maryna Baydyuk added that "Ukrainian hospitals are under unprecedented pressure. The number of people they need to treat has increased dramatically," she said, "while the supply chains are overburdened. The Muse Health donation will allow our partner hospitals in Ukraine to replenish their stock and continue providing lifesaving services."