Twill

Care, Connected
Brand and campaign design for Twill’s connected care platform

Rebrand · Campaigns · Design system | Roles: Design Director, Senior Visual Designer | 2022–2024

In 2022, Happify Health became Twill, a new brand built to reflect a bigger mission: shortening the gap between need and care.

Over two and a half years, I helped shape Twill’s visual identity from the ground up, building the design system, leading campaigns, and evolving the brand across every channel and audience it served.

Challenge

Happify Health had built a strong consumer wellness product, but the company's ambitions had grown. Twill needed to serve both individuals seeking mental health support and enterprise partners integrating care into their platforms — a dual audience that required a brand flexible enough to speak to both without losing coherence.

The rebrand had to signal transformation while preserving continuity, and it had to move fast: we launched within the first six weeks of my joining the team.

Approach

As part of a robust creative team, I contributed to the rebrand from Happify Health to Twill, working alongside an agency partner to bring the new identity to life. The new brand centered on a thread motif — a visual system built around three core behaviors: Untangle, Weave, and Guide. Threads weren't decorative; they were structural, capable of directing attention, connecting elements, and carrying narrative across every surface the brand touched.

I developed a comprehensive thread suite catalogued across conceptual applications, and created a modular and expressive toolkit that scaled from in-app moments to large-format campaigns.

Campaign Work

With the brand system in place, I led design direction across a sustained program of campaign work spanning awareness moments, product launches, and editorial design. Highlights include:

Mental Health Awareness Month 2024

Themed Nurturing Mind and Body, the campaign combined photography, threads, animation, and bold color. It drove a 40% increase in App Store downloads and doubled app engagement.

The Invisible Weight of Pregnancy

A research report on the mental health experiences of pregnant Americans, designed to give weight and clarity to a subject that deserved both.

Launching Sequences

A campaign introducing Twill's enterprise care solution, translating a complex B2B value proposition into a visual narrative across a series of condition-specific ads.

Good Sleep Month, Black Maternal Health Week, and Your 2023 Wrapped were all part of a sustained cadence of campaigns and in-app moments that kept the brand present, purposeful, and visually consistent across the year.

Editorial design included white papers like Digital care for equitable outcomes, which details the a study testing whether the benefits of engaging with Twill's wellness product, Happify, differed based on a user’s race/ethnic background, and The Hidden Cost of Depression, which features Twill’s analysis of research on the prevalence of unrecognized and  untreated depression and the economic burden that arises from it.

Outcomes

The rebrand drove nearly 100% increase in favorable brand recall.

Over two and a half years, Twill’s brand grew from a newly renamed startup into a visually cohesive platform trusted by enterprise partners and individual users alike. The thread system became the connective tissue of everything the brand produced: adaptable enough to serve a consumer-facing mental health awareness campaign and a B2B sales deck with equal conviction.