about

An online recovery community that offers expert advice, a marketplace of product offerings and support for those individuals and family members dealing with cancer.

positioning

Mend After is a service platform with a focus on Midwestern women looking to comfort and support family or friends who have completed cancer care treatment.

creative team

Design: Tom Davie
Founder: Lisa Lefebvre
Strategy: Gill Linton
Photography: Credited

brand philosophy & concept

Kintsukuroi is the Japanese art of fixing broken pottery with gold-infused resin. The practice speaks to the philosophy that damage and repair are not something to hide, but rather the essence of beauty and an important accounting of history.

style guide

The Mend After brand boldly embraces imperfection and community. It was necessary that the style guide show how the brand should be positioned through a variety of assets and implementations — while clearly instructing designers and non-designers alike.

e-commerce marketplace

The marketplace is the platform through which users shop the expert-recommended recovery products. With a middle-aged to elderly end user in mind, the UI is intentionally minimal, utilizing accessible type and imagery that allows for a positive and easy-to-navigate experience.