Cordlife Group is an SGX-listed biomedical giant. The 'Moms Up' initiative was a strategic pivot to transform the brand from a clinical provider into a holistic motherhood lifestyle platform. The challenge was to create a cohesive brand voice that resonated across six diverse Asian markets while providing deeply personal value to mothers from pregnancy through early childhood.
I led the end-to-end creation of the brand strategy, visual system, and mobile app UX. The strategy centered on a semiotic language of 'bonding and lifting'—using warm palettes and intuitive one-handed navigation. We mapped the full motherhood journey across Singapore, HK, Indonesia, India, Malaysia, and the Philippines, ensuring the platform acted as a trusted companion rather than just a utility.
- ➜ Successfully launched across 6 APAC markets simultaneously
- ➜ Reached App Store Top 20 in the Lifestyle category
- ➜ Successful pivot from clinical biomedical scale to lifestyle engagement & community building
- ➜ Scalable design system supporting 6 languages and localizations
- ➜ Significant brand awareness (>67%) and conversion rates (>140%) gains post-rebranding
