The fatigue. The mood swings. The unexplained weight gain. Women know when something’s off. 

Celebrity OB/GYN Dr. Thaïs Aliabadi came to us with an incredibly effective product—and a brand centered around PMOS (formerly PCOS). Great science. Too narrow of a story. 

Women don’t identify with a diagnosis they may not have—especially one that usually goes undiagnosed. So we reframed the conversation and flipped the funnel.

We repositioned the brand around metabolic health—the system behind so many of the symptoms she knows all too well: energy crashes, mood swings, cravings, stubborn weight and cycle irregularity.

From consumer research and brand strategy to product architecture and web design, we transformed Ovii into doctor-formulated complete metabolic care designed to bring the whole system back into sync by targeting the source—not just the diagnosis.

Because every woman deserves to feel like herself again.