Jodi puts the customer's thoughts and emotions first when thinking about how a brand should appear, which elevates her outcomes to another level. She has impeccable taste, creative flair and is an inspiration to work with. We are so proud that she is a part of our extended team at Phase.
Georgie Powell - Founder/CMO
PROBLEM
The traditional 9-to-5 work structure demands the same levels of energy, cognition, and productivity every day. But for women, biological cycles impact how they feel and function, making this rigid system unsustainable. The result? Productivity dips, stress spikes, and burnout follows—costing individuals, companies, and economies billions. Despite research showing that women can optimize their performance by working with their cycles rather than against them, there hasn’t been a tool designed to help them do that. Phase is changing that by creating the first AI-powered productivity app designed specifically for professional women, helping them harness their natural rhythms to work smarter, not harder.
Phase needed a brand identity that reflected its mission while providing a structured system for the app’s UI. It needed to be a system that was both simple yet visually impactful.
SOLUTION
The new identity is built around the concept of energy shifts, with a dynamic logo inspired by an energy dial that forms a "P." A responsive color system uses gradients to represent different cycle-based strengths, from high-focus pinks to reflective blues, aligning with color psychology.
A circular portal device, drawn from the logo’s center, acts as a window into the world of professional women, showcasing authentic imagery of them at work. To celebrate women’s achievements, the brand incorporates confetti imagery, reinforcing a sense of recognition and empowerment. Playful and bold copy challenges outdated narratives, using humor and relatability to start conversations—phrases like "What the actual Phase?" bring cycle awareness into the workplace in a way that feels relatable and engaging. A new lexicon of words like Cyclarity (cycle + clarity) and Syncabration (sync + calibration + celebration) helps reinvent how women talk about productivity, while statements like "Woman Up" and "Superwoman (Off Duty)" reclaim strength on their own terms.
The result is a brand identity that is not only visually compelling but also provides a system designed to scale, support, and champion the future of women’s productivity.
Role: Creative Director / Lead Designer