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Visual Identity Design, Brand Voice Creation, Web Design, Campaign Concepts, Social Media, Packaging Design
Lifestyle Imagery Video + Photo Production
Illustration Library Development

Founded by visionary serial entrepreneurs Joanna Strober and Jill Herzig, Midi Health is revolutionizing women’s healthcare through specialized telemedicine services for perimenopause and menopause. Following their successful Series B funding round backed by Google Ventures, Midi Health partnered with The Outset to reimagine their brand from the ground up.

Our challenge was to transcend the conventional telemedicine aesthetic and create an inspiring lifestyle brand that women could truly connect with and see themselves in. The Outset team embarked on a comprehensive rebrand that touched every aspect of Midi Health’s presence in the market.

Beginning with a strategic repositioning, we developed a refreshed brand strategy that speaks directly to women navigating this significant life transition. Our design team crafted a sophisticated new visual identity that balances clinical authority with genuine warmth and understanding. The reimagined website design creates an intuitive digital experience that reflects the personalized care Midi Health delivers to their patients.

The transformation extended across all customer touchpoints, including email communications, social media presence, and campaign materials. Understanding the power of authentic representation, we produced an extensive library of photo and video assets featuring real women with diverse experiences. To complement this imagery, our illustrators created a beautiful collection of custom illustrations that will serve as versatile brand elements for years to come.

This holistic rebrand positions Midi Health not just as a healthcare provider, but as a trusted companion and advocate for women embracing this new chapter of life. The refreshed identity honors the profound expertise behind their services while creating a welcoming space where women feel seen, understood, and empowered in their healthcare journey.


Visual Identity Design, Brand Voice Creation, Web Design, Campaign Concepts, Social Media, Packaging Design
Lifestyle Imagery Video + Photo Production
Illustration Library Development

Founded by visionary serial entrepreneurs Joanna Strober and Jill Herzig, Midi Health is revolutionizing women’s healthcare through specialized telemedicine services for perimenopause and menopause. Following their successful Series B funding round backed by Google Ventures, Midi Health partnered with The Outset to reimagine their brand from the ground up.

Our challenge was to transcend the conventional telemedicine aesthetic and create an inspiring lifestyle brand that women could truly connect with and see themselves in. The Outset team embarked on a comprehensive rebrand that touched every aspect of Midi Health’s presence in the market.

Beginning with a strategic repositioning, we developed a refreshed brand strategy that speaks directly to women navigating this significant life transition. Our design team crafted a sophisticated new visual identity that balances clinical authority with genuine warmth and understanding. The reimagined website design creates an intuitive digital experience that reflects the personalized care Midi Health delivers to their patients.

The transformation extended across all customer touchpoints, including email communications, social media presence, and campaign materials. Understanding the power of authentic representation, we produced an extensive library of photo and video assets featuring real women with diverse experiences. To complement this imagery, our illustrators created a beautiful collection of custom illustrations that will serve as versatile brand elements for years to come.

This holistic rebrand positions Midi Health not just as a healthcare provider, but as a trusted companion and advocate for women embracing this new chapter of life. The refreshed identity honors the profound expertise behind their services while creating a welcoming space where women feel seen, understood, and empowered in their healthcare journey.