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Juniper became Hers Australia in 5 weeks

Overview

Juniper, the Australian women's health brand, was becoming Hers Australia, part of Hims & Hers. In five weeks we set up and cleaned up their Contentful system, reskinned about 20 pages into the Hers brand, added the tracking that feeds their growth reporting, and launched hers.com.au on the day Juniper became Hers.

One brand becomes another

Juniper had built a following in Australian women's health. It was becoming Hers Australia, with six weeks to go live.

A rebrand like that has two audiences on the same day. Existing Juniper customers need to know what's changing and what isn't. New visitors need a site that feels like Hers from the first screen. And the team behind it needs a site they can keep running after launch.

The hers.com.au homepage on a laptop floating in a blue sky

The system first

Before reskinning a single page, we sorted out the system the site runs on.

  • Contentful set up for Hers. Content models and page sections built so the Hers team can edit and add pages without a developer.
  • A cleaner system. Old Juniper content, duplicate sections and leftovers tidied up, so the new brand didn't inherit the mess.
  • Tracking built in. Every page and sign-up sends events into the Hims & Hers growth reporting.
A row of Hers site components: the treatment box, food noise, 24/7 support, the onboarding call and in-app tracking

Twenty pages, reskinned

With the system in place, we moved the site into the Hers brand page by page, working inside the Hims & Hers design system.

  • Treatment: hair, menopause and PMOS condition pages
  • Trust: about, the clinical team, reviews, and science and research
  • People: ambassador pages
  • Growth: the affiliate program, plus waitlist and new-treatment landing pages
  • Starting treatment: the quiz that takes someone from their symptoms to a consult
  • The switch: a "Juniper is now Hers" page for existing customers

We designed new sections only where the global system didn't cover the Australian site's needs.

A carousel of Hers care features on a green ground
A Hers hero card: "Lose 17% of your body weight in 6 months"
Hers clinician cards for Dr Jessica Shepherd and Dr Amy Manos
The "So we're building healthcare around her" section of the About page
Hers results tiles: 84% reached meaningful weight loss, 94% found coaching helpful
The "World-class care from experts who care" section, with three clinicians and the numbers below

The read-out

hers.com.au went live on the day Juniper became Hers, five weeks after we started. About 20 pages moved into the Hers brand, on a Contentful system the Hers team runs themselves, with tracking feeding their growth reporting from launch.

The Hers PMOS page on a laptop and phone in a desert

What every Relaunch gets now

  1. We fix the system before the pages. At Hers we set up and cleaned up Contentful first, so every reskinned page went into something the team could run.
  2. Tracking is part of the launch. The site is measured from the first day.
  3. We plan back from the launch date. With a hard deadline, we set a strict scope with a little room to adjust.

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