We were thrilled to work with Aavia — a company founded on helping women to improve their health and wellness, starting with a smart birth control case + wellness app.

The project kicked off with branding where we gathered data on the target demographic (a mix of Gen Zs and Millennials) to ensure everything we developed moving forward had them in mind. From there, we designed a visual identity that leveraged playful layouts and animations to convey the spirit of the brand and we set those elements against a grounded color palette to maintain the expertise and authority of their team and mission.

We developed the tagline You First to speak to the organic way in which Aavia incorporates its users into the very products they’ll end up using, while also serving as a subtle push to put themselves first. The voice and tone is a blend of caring and clever, a direct reflection of what the brand offers and how they offer it.

The e-commerce website was designed to inform users first and foremost, using fun and interactive quizzes asking them questions about themselves and small animated moments to bring key elements like time (did you take your pill on time?) to life.

Our photography brought life to the product by demonstrating it in use by real women in real scenarios. We then leveraged the photography in a digital marketing campaign that focused on connecting women to the brand through rich content. Each content piece used the brand’s personality as the setting, allowing the user to become the character, their personal habits to emerge as the conflict, and Aavia to become their resolution.

Starting Line came to Martha with the desire to develop an identity that would reflect what makes it different from your typical VC firm — approachable, modern, and bold.

We began with a color palette that is both clean and relatable and paired it with a bold logo leveraging only uppercase letters from a modern typeface. A subtle, yet distinct line graphic serves a dual purpose, as an anchor to the visual identity and a nod to the brand name.

The client was keen on making a statement to prospective partners so we went with a mission-first approach to the website design because sometimes simplicity speaks the loudest

Tonic Vibes makes high-quality, natural CBD products right from their own hemp farm in upstate NY. When we were tasked with redesigning their ecommerce website, our goal was to bring all of the values of this cult-favorite brand to the surface while addressing KPIs head on.

We first simplified the information architecture of the website to let the products, and their intentions, speak for themselves. From there, we developed an elevated and airy visual aesthetic to reinforce the brand’s pillars: home grown, high quality, and good vibes.

Within 6 months of the redesign launch, the conversion rate increased from 2.5% to 6.65%.

Light Years Wine is breaking the stigma of natural wine. Their belief is if you enjoy it, that’s all that matters. Our goal was to build a brand that expressed this very sentiment — accessibility and enjoyment.

We started with an elegant type for the logo — a nod to the old world of wine, where the process of natural wine-making originated. We layered on an easily scalable graphics system that allowed the client to create rich visual worlds to express the qualities of the wine with just a handful of shapes.

Our voice and tone was rooted in individuality, a playful approach to reflect the experience back to the consumer. While a Pinot Noir will taste like a Pinot Noir every time, natural wines will differ from region to region, maker to maker, day to day. So too will your experience of that wine.

Our challenge with Ger AMI was to bring them to the modern world, while not losing the authority they’ve built over their nearly 50 years in business.

We designed them a logo that respected the original, while giving it a modern look and feel through custom lettering. This meant they could update their website and collateral and it’d still feel aligned with the signage in their physical spaces. Our branding punctuated their beautiful work by emphasizing its presence through saturated colors, interesting compositions and graphical type.

The redesign of their website brings together this new branding with a succinct and informative narrative that reinforces exactly what makes this firm different from its competition.

UNICEF USA engaged Martha to solve one of its biggest fundraising challenges: engaging corporations for emergency relief, essentially causes that have yet to happen.

Martha began this work by surveying existing and prospective corporate partners to learn more about their approaches, reactions and behaviors when making contributions during times of emergencies.

With these insights, we developed a comprehensive communication strategy, including vital touchpoints before, during, and after emergencies; an actionable narrative; as well as internal and external turnkey tools in the form of presentations and downloadable toolkits.

This underwear brand came to Martha for a brand refresh and e-commerce website redesign. With a luxury product and a cheeky brand personality, we sought to find a way to make the two live harmoniously. What we developed was a sophisticated, yet warm visual identity leveraging rich golds and blues paired with a playful voice and tone.

We continued to strike this balance between luxury and play in the site redesign where we developed seamless interactions for making multiple selections as well as layouts that thoughtfully tied photography and copy for storytelling that sells.

PRNCPLS has re-imagined a daily essential with their new toothpaste product that incorporates activated charcoal as a main ingredient, can be sent to you conveniently by subscription (because you never don’t need toothpaste), and deliver it all in a brand centered around harmony and balance.

They came to us for a website that could do two things really well: tell their story and sell a product. What Martha created is a painfully simple subscription site with seamless moments of brand story and inspiration.

As a non-profit organization bringing free curricula to districts, Open Up Resources needed a marketing site that would translate the value of an entire curriculum in a digestible and engaging way. We leveraged bold color moments, sharp headlines, active imagery, and quirky textures to breath energy into content that could otherwise feel dense.

Following the launch of the marketing website, Open Up reached out to have us develop a gated digital experience that would allow interested districts to preview and the curriculum content.

G7 came to Martha for a website redesign that would convey the mindset and talent of their event strategy and production company in Nashville. We worked closely with them to develop a revamped visual aesthetic that was both modern and professional. Our UX and web design was centered around ensuring prospective clients could get a sense for the culture of the company, while quickly identifying what they offer.

Additionally, we worked with G7 to develop and refine their SEO strategy and implementation.

The Third and Nevins name is a nod to the Brooklyn neighborhood where the designer’s family is from. Our goal was to define an identity that balanced the nostalgia of old Brooklyn with the chic and minimalist style of the product.

To do this, we married elevated tones with warm gradients and developed a classic text-based logo with accents that speak back to the product. The result is an identity that is as classic as it is elegant, just like the product it’s inspired by.

DanceBody is a long time client of Martha. We started with their rebrand where we focused on distinguishing them from other brands on the market, while bringing out the key pillars of the DanceBody identity: energy, fun, no judgement, hard work, and results.

With a firm identity in hand, we proceeded to design and develop a custom website that would make it seamless to understand the brand and schedule a workout. We’re proud to report that our redesign dropped the bounce rate significantly to 21%, increased time on site as well as eased the ability for booking classes, private sessions and parties.

We work with DanceBody on an ongoing basis to concept and produce photography, social media content, and marketing campaigns.

We partnered with Conquered Self to support them in their mission to help people fight their addictions and build better habits. The challenge? To incorporate accountability factors that are proven to help people fight addictions into an engaging, social-driven digital experience.

We branded, designed and developed a web-based game that allows people to enter into multi-player competitions, gain rewards, and leverage their teams in the fight to bettering themselves. Plus, we created an animated video to educate users on what Conquered Self is, and more importantly, what it does.

To launch former Calvin Klein Creative Director, Abby Moriarty’s luxe t-shirt line, Martha established a brand campaign that celebrated the core of her new brand 1920: everyday essentials.

We creative directed and shot lifestyle imagery and transformed the creative into stories that told the value of the pieces. We identified key distribution channels and target audiences through a social media campaign to develop validated acquisition models for the brand new business.

The quirky watch designers of ZIIIRO came to Martha when they were making their debut in the US market. We worked with the founders to strategize a campaign that would generate sales, build long-lasting brand awareness, and result in the intended brand perception.

We started the project with a thorough research phase to identify current brand awareness and perception, competitors, and market opportunities. With solid insights in-hand, Martha developed a set of key marketing tactics, distributions channels, and KPIs that were then integrated into a series of creative directions for ZIIIRO to choose from.

Ultimately, we developed all of the content for the selected campaign direction, managed third parties and press, and media buys for a campaign that ultimately surpassed its goals.