Inspired by the language of protest, we departed from quiet wellness tropes and clinical telehealth conventions to build a brand with something to say. At its heart is a custom variable typeface, drawing on protest sign lettering and built on Repro by Dinamo. The typography allowed Midi’s voice to shift from bold confidence to reassuring care — unique details echo the wordmark’s “i” forms, a nod to standing firm and standing together. Paired with distinctive art direction, the system brings an honest, human perspective to midlife, helping women feel seen, heard, and ready to act.

The digital experience needed to carry the confidence of the brand while meeting women with credibility, warmth, and care. We defined experience principles for Midi care and restructured the journey from homepage to booking, validating women’s experiences, helping them connect the dots between symptoms, and building confidence to take the next step.

We brought the identity together in an expansive toolkit of typography, art direction, and graphic elements. The system gave Midi a coherent presence wherever it met women and the flexibility to carry its ambition beyond the care journey.