The New Menopause — Campaign Design Case Study

The New Menopause Book Club Kit.

Overview

I designed a multi-platform marketing campaign for The New Menopause, a book by Dr. Mary Claire Haver focused on reshaping public understanding of menopause and women’s health.

Deliverables included web marketing assets, Amazon A+ retail graphics, and influencer campaign packaging.

The work required rapid iteration cycles, strong brand consistency, and messaging clarity across different viewing environments.

Influencer boxes.

The Communication Challenge

Menopause content often appears in either clinical or stigmatized visual language.

Marketing for this book needed to signal credibility while remaining approachable, supportive, and
readable at a glance.

Because audiences typically encounter book marketing in fast-scrolling or crowded retail contexts, the design needed to communicate authority and reassurance within seconds.

The New Menopause Amazon banners

Audience Considerations

I approached the project with three guiding assumptions about viewer behavior:

• Readers engaging menopause content seek clarity and reassurance rather than alarmist messaging

• Warmth and visual stability increase trust in health-related communication

• Retail and social environments require instant comprehension and strong visual hierarchy

These assumptions informed decisions around typography scale, layout structure, and color consistency.

Design Approach

Rather than treating assets as standalone graphics, I focused on building a cohesive visual system that could function across platforms.

Key decisions included:

• establishing bold typographic hierarchy to support rapid scanning

• maintaining consistent color relationships to reinforce brand trust

• structuring layouts for readability on mobile and small retail displays

• designing packaging visuals to convey care and credibility in influencer contexts

Each choice aimed to reduce viewer effort while strengthening message recognition.

Outcome

The visual system supported fast approval cycles and was consistently extended across campaign materials. The stability of the design language allowed assets to remain recognizable across different formats and environments, reinforcing the book’s positioning as both authoritative and accessible.