Our role spanned every touchpoint: brand, product, marketing, and communication. We created a visual identity rooted in personalized, AI-driven care. We designed a flexible design system for the app and web to support rapid feature growth. We built and managed all content—UI/UX, onboarding flows, emails, presentations, campaigns, events, and social media. We led creative direction, wrote and designed performance ads, and managed influencer and media activations. We handled everything from ATL to BTL, including brand films, product shoots, out-of-home, and retail. We also built detailed brand and design bibles to ensure consistency across teams. For the KSA expansion, we localized all content—visually and culturally—to match user behavior and language.