Eden

I joined Eden in the summer of 2024 — a telehealth company selling GLP-1 weight-loss treatments just as the category was exploding into the cultural mainstream. There was no real design system in place yet — just a patchwork of pages and assets, shaped differently depending on the product or channel that needed something that week.

My job was to start pulling it together: corralling work being built across a rotating group of designers and vendors, while also chasing what leadership wanted most — a brand that looked and felt less like a fast-moving startup and more like a premium lifestyle name. Progress came, but in pieces — a cleaner page here, a sharper asset there — never quite adding up to the cohesive system the moment called for.

A legal necessity forced the decision that months of patchwork hadn't: relaunch the entire site, in a new direction, within thirty days.

Eden's Brand Director set that new direction — leaning into the stark minimalism of the fashion world, with lifestyle photography that skewed younger and edgier. I led the rebuild that brought it to life, working alongside one developer to take the site apart and put it back together from the ground up. At the core was a system of tokenized components in Figma, built to manage product variations and page structure at scale.

Development stayed in Webflow, so every hour went toward the rebuild itself, not time-consuming migrations or relearning new tools. By the deadline, everything was live: one visual language, one component structure, one foundation for every future page. It was the first time the brand had a real system underneath it — no more one-offs.

Months after the relaunch, a regulatory shift abruptly pulled several core products from Eden's lineup. This pushed the company into rapid expansion instead, launching more than a dozen new treatments across entirely new categories within a matter of weeks.

The system built for the relaunch had solved for consistency, but not for this kind of speed. I went back into its foundation — not the visual language, but the infrastructure underneath it — moving from static, one-at-a-time pages to a CMS-driven structure that could generate a new product page, complete with its own pricing, plans, and channel-specific variations, in a fraction of the time.

By the time the expansion was in motion, the system wasn't just consistent anymore — it was built to grow. It held for more than a year after — through every new category, every fast pivot the market demanded. Not because nothing changed, but because the foundation didn't have to.

With a scalable system in place, work shifted from building to learning. I began tracking site performance in Mixpanel, segmenting data by page type and user behavior to see what was actually working and what only looked like it should be. Navigation, above-the-fold layouts, and page structure all went through rounds of A/B testing and revision — not guesses, but changes made because the data pointed there.

A redesigned home page marked a turning point for the visual language — moving away from the stark, fashion-forward minimalism of the original relaunch toward something warmer and more inclusive, better suited to the people actually using the site. I helped bring it to build, then spent the months that followed maintaining and optimizing it as real data came in. But the bigger job was making sure the rest of the site caught up: rolling that same direction out across every product page, template, and component until the whole system spoke with one voice again.

By the end of it, the system wasn't just holding — it was getting better with intention.

Two years in, the industry Eden helped shape has continued moving — new technology, new membership models, a wave of competitors chasing new customers with new promises. Standing still was never really an option. The next question was what Eden stood for now, and how to say that clearly enough that it actually landed.

That question pulled me into a different kind of work — sitting down directly with leadership to think through what Eden's brand actually promises, and how to tell that story with confidence. The answer leaned into transparency, quality, and safety — highlighting a level of oversight and control few competitors in this space can claim.

Even something as small as the light in a product photo started carrying that idea — every image bathed in warm, natural sunlight, a quiet nod to purity and nature without leaning on the literal garden the name suggests. It's polishing Eden into the premium lifestyle brand leadership set out to build two years ago — this time, on a foundation strong enough to scale.

This new face of Eden is a work in progress, still being measured against a market that won't hold still for long. But that's always been the job here — not finishing the system, just keeping it ready for whatever the industry asks of it next.