Elevating Yohana’s brand to drive growth
As Creative Director, I led the update of Yohana's brand identity to align with its mission and target audience. Our rollout included a fresh color palette and set of illustrations, a bilingual type system, email and presentation templates and motion identity, complete with updated brand guidelines.
From there, we amplified that foundation across the entire growth strategy—optimizing the funnel through relentless testing of ads, landing pages, OOH campaigns and social.
The brand felt cohesive, and new client acquisition jumped 50% while retention improved significantly. Just as important, we made life easier for the team by setting up templates, shared libraries and a motion toolkit that boosted output by 35%.
Scope
STRATEGYCREATIVE / ART DIRECTIONBRAND GUIDELINES & SYSTEMSMOTION IDENTITYWEB DESIGN
Brand Foundation
This project focused on recalibrating the brand identity to better connect with a growing and diverse audience. We refined the color palette and established guidelines to ensure it remains both iconic and accessible to all.
At the project's inception, the brand lacked a motion identity. We built one from scratch—defining principles, behaviors, and timing that mirrored the brand's promise: easing mental load and bringing balance to daily life. The result was a comprehensive motion toolkit with templates and guidelines that opened up a new way for the brand to express itself.
We created a modular template gallery to automate email production for campaigns and product updates, enabling marketing partners to move quickly while maintaining the brand's integrity.
Growth & Conversion
Data showed our campaigns weren't landing. People didn't understand what Yohana actually was—a task app? AI? Another Taskrabbit? The website wasn't helping either: messaging didn't match our ads, info was scattered, and the platform made testing nearly impossible. Meanwhile, ads were static and underperforming.
We needed to fix the entire funnel.
On paid social, we tested heavily—transactional vs. emotional, UI-focused vs. lifestyle, static vs. motion. Some ads leaned functional, while others captured the ultimate benefit: quality time with the people you love.
We partnered with influencers, giving them tighter creative direction and integrating UI elements to explain the service more naturally. Everything was built modularly, allowing us to test quickly and optimize constantly.
A segmented approach ultimately proved to be the right strategy, significantly improving the CTR: instructional ads for cold audiences and emotional ads for retargeting.
Working with Growth, we rebuilt the experience from the ground up with modular landing pages that aligned with our campaigns and adapted to audience familiarity. Cold traffic—people still unaware of what Yohana actually was—got immediate clarity through straightforward explanations, influencer videos and concrete tasks the team can tackle. Warm audiences saw a different story: emotional connection, transparent pricing and testimonials that moved them from interest to commitment.
The outcome: a 115% lift in conversion rates.
