In 2022, I designed Sanguina's flagship mobile app, AnemoCheck Mobile—a tool focused on hemoglobin tracking and anemia management. As the company evolved, expanded market research and clinical studies pointed to a larger opportunity: a holistic blood health monitoring platform. That insight drove a full rebrand and reimagining of the app.

Enter Ruby. What began as a single-focus anemia tool became a comprehensive blood health app in 2025, capable of tracking Iron and Circulation scores alongside hydration, menstrual health, symptoms, supplements, and medications—giving users a deeper understanding of how lifestyle factors impact their overall blood health.

For this project I partnered with the Director of Marketing on product naming research, then led the creation of the logo, brand visuals, and full app redesign—including several new features and a comprehensive onboarding experience designed to gather richer user insights. To support the product launch, I developed the full go-to-market creative suite: PR assets, educational videos, digital ads, a new website, launch emails, and social media content.