Xella Health - Brand Identity Partner
Xella Health is revolutionizing precision healthcare for women. Our mission is rooted in prevention, early detection, and personalized care for conditions that uniquely impact women across every life stage—from chronic symptoms to fertility, perimenopause, and preventative cancer screening.
Through at-home diagnostics and expert-led care pathways, Xella delivers clinical-grade, emotionally intelligent healthcare—accessible, personalized, and designed for today’s woman. We're not just building a femtech brand. We're pioneering the future of women’s health.
Learn more: joinxella.com
Opportunity Overview
In preparation for its two-phase launch (October 2025 soft launch and January 2026 public beta), Xella is seeking a strategic and creative partner to lead a comprehensive brand refresh. This includes the evolution of both visual and verbal identity systems that reflect scientific rigor and emotional intelligence—while establishing a distinct, modern experience for its target audiences.
The selected partner will collaborate closely with Xella’s founding executive team and fractional marketing support to shape a cohesive, digital-first brand experience.
Scope of Work
Visual Identity
Refine or expand the existing logo and logotype system
Develop a modern and emotionally resonant color palette
Define a digital-first typography system
Set visual art direction (photography, illustration, iconography)
Create a consistent design system for website, mobile, and social platforms
Deliver a comprehensive Visual Brand Guidelines document
Verbal Identity
Develop a tone-of-voice guide aligned with Xella’s brand pillars:
Clear not clinical
Warm not woo-woo
Empowering not prescriptive
Curious not cynical
Create messaging architecture: brand story, elevator pitch, and product pillars
Produce copy frameworks for Reels, social captions, product benefits, and email
Deliver sample copy templates for website and email
Compile a Verbal Identity Guidelines document
Optional Add-On
Copy and visuals for a website refresh (UX/UI RFP issued separately)
Ideal Candidate
The ideal partner will bring the following experience:
Background in DTC, wellness, or modern femtech brands
Proven ability to translate clinical concepts into emotionally compelling narratives and design
Strong digital portfolio with emphasis on Instagram and DTC websites
A collaborative and strategic approach to creative problem-solving
Project Timeline
Duration: Approximately 5 weeks
Target Completion: September 10, 2025
Deliverables:
Visual Brand Guidelines
Verbal Identity Guide
Copy Templates and Design Assets