Performance-Driven
Digital Design – Gynoveda

​Design Challenge

Build digital-first communication that balances Ayurveda authenticity with modern D2C performance goals.

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My Approach & Contribution:

• Introduced A/B experimentation culture with founders to consistently improve CTR & ROAS.

• Simplified design language → clear communication, minimal graphics, Ayurveda-inspired look.

• Applied AIDA principles across ToFu, MoFu, BoFu creatives for sharper funnel performance.

• Led 3 major brand color transitions:

  • Coral → Blood Pink (modern Ayurveda for Periods).

  • Blood Pink → Terra (grounded Ayurveda for Fertility, distinct from IVF).

• Increased CTR from <1% to 2%+ (1.5% at scale).

• Improved ROAS from 6–8x (low volume) to >2.5x at scale.

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​Business Evolution Captured in Creatives:

• From 4 products (Periods) → 45+ range (Fertility, Weight loss, Sleep, Skin, Thyroid, Liver).

• From self-care D2C (website + marketplaces) → healthcare model (clinics + doctor consults).

• From women-only focus → couples-focused fertility + women’s health.

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Celebrity Campaign – Taapsee Pannu:

• End-to-end ownership of brand’s first celebrity association.

• Storyboarding, photoshoot direction (poses, styling), video frame design, product shoot.

• Designed campaign visuals across all digital channels and 8 product tie-up.

• Achieved 100% on-time delivery across creative, packaging, product, and marketplace assets.

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Leadership & Collaboration:

• Led team of 5 designers + animator, guided copywriters and scriptwriters.

• Coordinated with Performance, Product, Sourcing, Packaging, Tech, Agencies & Editors.

•  Brainstormed campaign concepts and product narratives → ensured seamless execution across teams.

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Output:

• Designed hundreds of creatives (select few showcased here to represent the journey).

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Impact:

• Scaled digital presence profitably, strengthened brand equity with celeb campaign, and created a design system adaptable across D2C, marketplaces, clinics, and ads.

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