Destigmatizing menopause for Gen X
The Challenge
A health journey long ignored, in need of a new language.
Despite affecting over 50 million women in the U.S. alone, menopause remains under-discussed, under-supported, and poorly understood. Hologram Sciences sought to change that—launching a direct-to-consumer wellness brand built around care, credibility, and community. To succeed, Phenology needed to challenge stigma, clarify the journey, and convert trust into action.
"Menopause is a deeply personal and often confusing stage of life, and most digital experiences ignore that. With Phenology, the goal was to meet women with empathy, science, and clarity—through assessment, storytelling, and product education. The experience gave people a sense of being understood, and the brand a foundation built on care."
Our Approach
A commerce ecosystem designed around care and clarity.
Working closely with the Hologram Sciences team, we helped define Phenology’s product experience from the ground up. Rather than leading with transactions, we built a system that prioritized education, self-assessment, and storytelling—turning a confusing life stage into a well-supported one. Every decision was guided by empathy and backed by science.
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A new kind of menopause brand
We helped translate Phenology’s brand values into a digital experience that balanced clinical credibility with cultural fluency—approachable, empowering, and ready to spark change.
New paths to product and care
The assessment-led flow improved conversion while building confidence in treatment plans—ensuring users didn’t have to know the right questions to get the right support.
Making the invisible visible
By centering editorial storytelling and thoughtful design, the site helped bring menopause out of the shadows—and into everyday conversation.
The Results
A category-defining launch
Phenology entered the market with an e-commerce experience that felt like a conversation, not a sales pitch—helping define a new tone for menopause wellness.
"Menopause is a deeply personal and often confusing stage of life, and most digital experiences ignore that. With Phenology, the goal was to meet women with empathy, science, and clarity—through assessment, storytelling, and product education. The experience gave people a sense of being understood, and the brand a foundation built on care."
Phenology (Hologram Sciences)
The Results
A category-defining launch
Phenology entered the market with an e-commerce experience that felt like a conversation, not a sales pitch—helping define a new tone for menopause wellness.
What it meant
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For Hologram Sciences, Phenology proved that women’s health doesn’t have to be reactive or reductive. With the right blend of science, empathy, and experience design, even stigmatized journeys can become entry points to empowerment. For Council, this work affirmed our belief that designing for care is both a moral imperative and a business opportunity.