My work for Feel, a perimenopause/menopause-positive lifestyle brand, included copywriting, brand messaging, editorials, art direction and strategy. It represented a truly unique opportunity to explore an unconventional offering within the health and well-being space.

Contrary to popular narratives surrounding the menopause (which frames this perfectly natural transition as a decline) Feel's core proposition wanted to invite women to embrace the reality of this natural process, along with the opportunity, empowerment, and insight that comes with it. That meant creating a comms strategy focused around new letting go of old baggage and embracing new beginnings. The brand reframed menopause is a time for renewal, a moment for women to reclaim their strength, vitality, and well-being.

I developed a warm and conversational tone of voice, striking a balance between nurturing and authoritative. This ensured that even complex concepts, like fasting for hormonal health, were presented in a way that felt approachable and actionable. The brand’s voice reinforced the core message: wellness is for everyone, and Feel is here to support every step of that journey.

To ensure Feel’s offerings resonated with a modern audience, I provided consultation on program design and content framing. Drawing inspiration from emerging wellness trends and insights from books like Fast Like a Girl, I helped position fasting and nutrition as complementary to yoga and Pilates. Each recommendation was grounded in evidence and tailored to align with Feel’s inclusive approach.

The result was an online presence that made Feel synonymous with holistic well-being. The site not only reflected the brand’s ethos visually but also served as a practical resource, combining high-quality content with seamless navigation. From modular design systems to empowering messaging, Feel’s digital platform now offers a welcoming space where women can explore, connect, and thrive.

The scope of the brand offering included a unique framework that has capably merged nutritional science, functional strength training, pilates, yoga, and mindfulness, to successfully help women alleviate hormonal side effects of menopause while enhancing overall well-being. It presents a complete holistic lifestyle, crafted by women for women, to help them navigate the physical, emotional, and mental shifts that come with menopause. This scope and depth, and Feel's trademark union of both scientific and holistically informed practices, has made defining their digital presence some of the most challenging work I've ever undertaken in terms of brand framing.

Crucially I sought to give Feel a voice that presented practical advice in a friendly, neutral tone of voice — that embraced spiritual application without alienating general audiences with hyperbole or esotericism. Rather, messaging sought to recognise and empathise, speaking plainly and confidently in guiding women to reconnect with their bodies and discover new reserves of energy in order for them to Feel better. Full stop.