projects
2017 – 2020
The Rebrand That Went Viral
From stalled fitness app to Apple's App of the Day
How a struggling app called Moov Studio was repositioned as Sanity & Self: a human-centered self-care platform that earned 500K+ installs, Apple recognition, and coverage in TechCrunch and The New York Times.
500K+
Global Installs (2019)
3×
Onboarding Conversion
1,000+
Audio Sessions Built
30+
External Creators Managed
As seen in
AT A GLANCE
ROLE
Senior Content Strategist
COMPANY
Sanity & Self (formerly Moov Studio), San Mateo, CA
DURATION
2017 – 2020 (3 years)
TEAM
Solo content lead + 30+ external creators
PLATFORMS
Mobile app (iOS & Android) + Web + Email
SKILLS
Content strategy · Brand voice · UX writing · IA · Creator management · Onboarding design
OVERVIEW
The work
Sanity & Self started as Moov Studio, a fitness app with a stalled product and unclear identity when I joined as Senior Content Strategist. Here, I led a complete repositioning, solo, while managing 30+ external creators and collaborating across product, design, marketing, and engineering.
The result was more than a rebrand. It was a platform with a distinct voice, a cohesive content architecture, and a genuine mission to help people, especially those underserved by mainstream wellness culture, feel seen and supported.
CHALLENGE & OPPORTUNITY
A product looking for its reason to exist
THE ASK
Moov Studio had a product but no clear identity. It was a fitness app in a crowded market with low onboarding conversion (3%) and no distinct voice or mission.
The ask: figure out who this app is for, what it stands for, and build the content architecture and brand voice to match, while managing a growing library of 1,000+ audio sessions.
THE OPPORTUNITY
The wellness market was dominated by apps built for already-healthy, already-motivated people. Nobody was building for the person who felt excluded from that world.
I saw an opportunity to reposition the app around radical inclusivity, making space for shame, LGBTQ experiences, Women of Color, and people navigating everyday stress. That clarity of purpose became the foundation for everything: voice, architecture, creator recruitment, and onboarding.
STRATEGIC APPROACH
Five phases from research to recognition
My approach to this rebrand followed the same consistent framework I brings to every major initiative: understand deeply, define clearly, build the foundation, execute with precision, then measure and learn. Here's how that played out at Sanity & Self.
01
Understanding & Brand Definition
Conducted user research to understand who was underserved in wellness. Created brand identity and a manifesto video "Burst the Bubble" that set the emotional and strategic tone for everything that followed.
02
Content Architecture
Organized 1,000+ audio sessions across self-care dimensions including self-respect, shame, LGBTQ experiences, and Women of Color topics. Built a taxonomy that made the content feel intentional, not just abundant.
03
Creator Network Development
Recruited 30+ external mental health and wellness experts. Established communication infrastructure, editorial standards, and quality frameworks to maintain voice consistency across a distributed creator network.
04
Execution Across Every Touchpoint
Designed onboarding flows, UX copy, App Store presence, and acquisition campaigns. Every word, from the first screen to the push notification, was built around the mission and the member.
05
Optimization & Iteration
Used data-driven iteration to improve messaging and performance. Tripled onboarding conversion from 3% to 9% through personalized messaging and continuous refinement of the acquisition and activation funnel.
KEY OUTCOMES
What the work achieved
Full brand repositioning of Moov Studio into Sanity & Self with a distinct voice, mission, and content identity built around radical inclusivity.
Earned Apple's "App of the Day" recognition and media coverage in TechCrunch, The New York Times, and Elite Daily.
Tripled onboarding conversion from 3% to 9% through personalized messaging and iterative funnel optimization.
500K+ global installs in 2019, growing a platform that had previously struggled to gain traction.
Built and managed a library of 1,000+ audio sessions across diverse self-care dimensions with 30+ external creators.
Cohesive UX content across all platforms such as the app, website, email, and advertising, aligned to a single brand voice and mission.
Assets
A glimpse into the work
NEXT PROJECT
Writing for the Hardest Moments
Quit For Life: a digital smoking cessation program built around behavior change science
Every word in a smoking cessation experience carries weight. I led content strategy and UX writing for Quit For Life at Rally Health, grounding each interaction in evidence-based behavior change principles and building scalable systems that reached 250,000 members across 13 UnitedHealthcare clients.
Let's Build Something
Worth Remembering.
Eve D’Onofrio, Ph.D.
Raleigh, North Carolina
eve@evedonofrio.com
Whether you're building a design practice from the ground up, scaling an existing team, or shipping a product that needs to earn trust at every touchpoint, I am a design leader who will get you and your business there faster.