Francine is a design director building brands that move with clarity and intent. Her work lives where design, storytelling, and strategy meet to make brands that feel inevitable, magnetic, and alive.
Hers Perimenopause & Menopause Brand World and Product Category Launch
Established the brand world and design system for Hers’ expansion into perimenopause and menopause care. Built a confident, premium visual language through high-contrast color and commanding imagery, and guided implementation across digital, packaging, and paid media to bring the world to life for launch.
Responsibilities:Design direction, identity design, brand strategy, design system, brand guides
In-house at Hims & Hers, 2025
Hims Testosterone World and Product Category Launch
Defined the world, palette, and design system that informed how Testosterone Rx shows up for the Hims audience. Partnered with art direction, copy, packaging, and digital leads to implement the world into a stigma-free, approachable brand experience that set a new cultural tone across homepage, ads, packaging, digital experiences, and beyond.
Responsibilities:Design direction, identity design, brand strategy, design system, brand guides
In-house at Hims & Hers, 2025
Hers Hair Gummy Launch Campaign
Led design direction for the launch of the first-ever prescription hair regrowth gummy, crafting a multi-channel campaign. From a high-visibility out-of-home campaign in NYC to event graphics, a custom zine, and social media creative direction, I created a cohesive brand world that made an innovative product feel both elevated and accessible.
Responsibilities:Design direction, out-of-home design and production, print design, social media direction
In-house at Hims & Hers, 2025
Hers Hair Blends World and Product Assortment Launch
Created a luxe, potent visual world that reframed women’s hair loss treatments, making prescription solutions feel aspirational, not shameful. Directed identity, system, and strategy to unify assortment, packaging, and brand expression across the customer experience.
Responsibilities:Design direction, identity design, brand strategy, design system, brand guides
In-house at Hims & Hers, 2023
Hims & Hers Weight Loss Worlds and Product Category Launches
Crafted distinct visual worlds for both Hims and Hers Weight Loss, elevating two new categories with vibrant palettes and sharp, modern design. Led design direction and brand strategy to establish cohesive identities and systems, building guides and assets that unified digital, packaging, print, and campaign touchpoints while making weight loss feel more approachable and supportive.
Responsibilities:Design direction, identity design, brand strategy, design system, brand guides, print design
In-house at Hims & Hers, 2023
Hers Mental Health Campaign
Brought empathy, destigmatization, and empowerment to women’s prescription mental health solutions through a bold out-of-home campaign. Led design direction and creative strategy to design work that destigmatized mental health care and positioned Hers as a partner for women who just gets it.Responsibilities:Design direction, creative strategy, out-of-home design and production
In-house at Hims & Hers, 2022
Let's Talk About Sex Report
Provoked a national conversation around sexual wellness by pairing compelling data with bold illustration to close the gap between perception and reality. Directed design, identity, and illustration art direction across print and digital, creating a cohesive system that brought the report to life online and in the world.Visit the full report at the2022sexreport.com
Responsibilities:Design direction, illustration art direction, identity design, design system, print design, digital design
In-house at Hims & Hers, 2022
Oath Surgical
Branded a new, holistic approach to surgical care, drawing on classical inspiration to convey trust, precision, and longevity. Led design direction and identity development, building a system and guide that extended across web, email, and digital touchpoints.Responsibilities:Design direction, identity design, brand guide, email design, web design, design system
Freelance, 2024
Hims & Hers Swag
Launched the company’s first internal swag store, designing premium merch that feels as elevated as the brand itself. Led design direction, art direction, and production to create standout items and a polished experience that made employees proud to rep Hims & Hers.
Responsibilities:Design direction, production design, art direction, photoshoot styling
In-house at Hims & Hers, Ongoing